Wide-ranging partnerships
DraftKings and FanDuel have expanded their existing partnerships with the NBA, with both sportsbook operators now becoming official betting partners of the leading North American professional basketball organization.
featuring NBA content such as game highlights across their platforms
The new multi-year partnerships will allow both operators to take advantage of different types of marketing, digital rights, and content opportunities. They will also integrate NBA assets through their sportsbooks, online casinos, and daily fantasy sports offerings. This includes featuring NBA content such as game highlights across their platforms. The two operators will continue to use official NBA betting data and league logos.
FanDuel also revealed that it has struck an agreement with the National Basketball Player’s Association (NBPA). This will give the operator access to athlete images that can be used in highlights and content. FanDuel will also continue as the exclusive presenting partner of the weekly NBABet show on NBA TV, with fans also able to display FanDuel odds on NBA.com’s ‘Games’ page.
DraftKings is now the exclusive presenting sponsor for NBAStream. This is the betting-focused telecast from the NBA that is broadcasted through the NBA TV app and NBA League Pass. DraftKings will also have on-site marketing activations at leading NBA events, such as the NBA Draft and the NBA All-Star Game.
Boosting engagement
As part of their updated agreements, DraftKings and FanDuel will become NBA sports betting partners in Canada. Both operators plan to launch in Canada in the near future following the legalization of single-event sports betting. All parties will also work together to promote responsible gambling and the integrity of the sport.
FanDuel CEO and president Amy Howe spoke of the operator’s successful partnership with the NBA. She said that the two organizations have “revolutionized what is possible in a partnership between a professional sports league and a sports gaming operator.” Referencing the new NBA and NBPA deals, Howe expressed excitement in reimagining how the operator engages with basketball fans.
DraftKings chief business officer Ezra Kucharz noted the strong engagement levels across all of its active states for basketball betting since the current NBA season started in mid-October. Kucharz said: “All of this signals the rising demand for NBA basketball in its 75th anniversary season among sports bettors and daily fantasy players.”
Embracing the world of sports betting
The NBA and its teams have embraced the world of sports betting since the federal ban on wagering came to an end in May 2018. The NBA has official betting data agreement in the US with Genius Sports and Sportradar. It has also authorized numerous sports betting partners, including theScore, MGM Resorts, and Bally’s Corporation.
FanDuel currently acts as the NBA programming official sportsbook partner after inking a deal last year with Turner Sports. The operator also has deals with numerous NBA teams, including the Detroit Pistons and the Memphis Grizzlies.
DraftKings also has agreements in place with numerous NBA franchises, including the Philadelphia 76ers, Boston Celtics, and the Indiana Pacers.