The NBA has announced a multi-year partnership with international gaming operator The Stars Group, operator of the BetStars online sportsbook in New Jersey and currently undergoing the sports betting licensing procedure in Pennsylvania.
Under the terms of the deal The Stars Group will become an authorized gaming operator of the NBA in the US with the right to use official NBA betting data as well as league marks and logos across digital sports betting offerings.
The NBA will also promote The Stars Group across the league’s digital assets, including NBA TV, NBA.com, the NBA App and NBA social media platforms. The Stars Group will reciprocate by promoting the NBA across its gaming platforms, including the online poker site PokerStars.
Scott Kaufman-Ross, head of fantasy & gaming for NBA, commented: “This dynamic partnership will be another way to create authentic fan engagement with league logos and official NBA betting data, while leveraging Stars’ global expertise to further optimize the fan experience.”
The deal with a US pro sports league is the first of its kind for The Stars Group. The firm’s senior vice president of strategy and operations US, Matt Primeaux, told ESPN: “Our partnership with the NBA, including access to NBA’s real-time data and intellectual property, further enhances consumer confidence in our offering and acts as an official endorsement of our BetStars sportsbook offering here in the States.”