The National Basketball Association (NBA) and bookmaker William Hill appear to let bygones be bygones by signing a new partnership that will make William Hill a ‘Proud Partner’ and an ‘Authorized Sports Betting Operator’ of the NBA in the United States.

As part of the agreement, William Hill will have the right to use official NBA betting data and league marks across its mobile platforms and in its sports books throughout the United States.  Additionally, William Hill will be promoted across the NBA’s digital assets including, the NBA app, and the NBA’s social media platforms.

William Hill US CEO Joe Asher has been quite vocal on the issue of Official Data, especially as some of the sports leagues have been lobbying to get Official Data installed as mandatory requirements in regulating states. However the extra richness and speed of Official Data can make the extra cost worth the investment for many bookmakers, and it appears William Hill has also come to that conclusion for one of the fastest moving sports in the world.

Scott Kaufman-Ross, Senior Vice President for Head of Fantasy & Gaming at NBA, commented: “William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market. We are delighted to partner with William Hill as they grow their business throughout the U.S. and are excited to work together to provide a world-class experience to our fans.”

Dan Shapiro, Vice President of Strategy & Business Development of William Hill US, added: “We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events. The NBA has been a leader in recognizing the benefits of a legal sports betting market.

“We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams.”

Part of the deal also covers the issue of potential match-fixing, although there appears to be just a commitment at this point rather than any actual detail as to how to protect both parties. The companies stated: “Throughout the partnership, William Hill and the NBA will collaborate on best-in-class practices to protect the integrity of NBA games.”