The NBA has announced another authorized gaming operator with access to official league data following the league’s partnership with MGM Resorts a few months ago.
The basketball league has inked a multi-year partnership with The Stars Group, which marks the gaming operator’s first ever deal with a U.S. professional sports league. As part of the deal, The Stars Group will have access to and be able to use official NBA data across its digital sports betting offerings.
“The Stars Group is an accomplished global online gaming leader and we are excited to work with them on their first U.S. sports league partnership,” said Scott Kaufman-Ross, the NBA’s head of fantasy and gaming. “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 Stars Group is a global provider of online and mobile gaming as well as interactive entertainment with millions of customers. It is currently operating in New Jersey with its BetStars brand, and has plans to expand its business nationwide as additional states legalize online sports betting.
“We are excited to partner with the NBA as we continue to execute on our U.S. strategy,” said Matt Primeaux, The Stars Group’s senior vice president of USA strategy and operations.
During the partnership, The Stars Group will be promoted across the NBA’s digital assets, including NBA TV, NBA.com, the NBA App, and NBA social media platforms. The NBA will be promoted across The Stars Group’s gaming platforms, including PokerStars, which operates the world’s most popular online poker sites.
The Stars Group and the NBA will also collaborate on practices to protect the integrity of NBA games.
SportTechie Takeaway
The NBA has been one of the quickest U.S. professional sports leagues to adapt to the legalization of sports betting. This summer, the league announced MGM Resorts as its official gaming partner, though the non-exclusive deal left room for additional gaming operators. With The Stars Group, the NBA’s data and brand will be introduced to a large global fleet of poker and online casino games.