The Stars Group has penned its first partnership with a professional sports league within the United States, as the group unveiled a multi-year agreement alongside the National Basketball Association.
Becoming authorised gaming operator of the NBA under the terms of the deal, this marks the second manoeuvre in the US sports betting market for the league, after MGM Resorts International became its, as well as the WNBA’s, official gaming partner earlier in the year.
The Stars Group, who currently operates in New Jersey via its Pokerstars Casino NJ and BetStars brands, is to gain the right to use official NBA betting data and league marks and logos across its digital sports betting offerings.
Furthermore the group, who is also eyeing further expansions nationwide as more states legalise online sports betting, is to also collaborate on responsible gaming measures, in addition to “best-in-class” practices to protect the integrity of NBA games.
“The Stars Group is an accomplished global online gaming leader, and we are excited to work with them on their first US sports league partnership,” stated Scott Kaufman-Ross, head of fantasy and gaming at the NBA. “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 optimise the fan experience.”
During the course of the partnership, The Stars Group is to be promoted across the NBA’s digital assets, which includes NBA TV, NBA.com, the NBA App and NBA social media platforms.
Conversely, the NBA is also to be promoted across The Stars Group’s multitude of gaming platforms.
“We are excited to partner with the NBA as we continue to execute on our US strategy,” added Matt Primeaux, SVP of strategy and operations for the USA at The Stars Group. “This agreement enables us to use official NBA data and league marks, providing a better experience to our customers, while working with the NBA to protect the integrity of games.”