NBA, DraftKings expand on partnership
The deal is an expansion of one made in 2019.
The National Basketball Association (NBA) announced today the expansion of a multi-year year deal with DraftKings that will see closer integration between the league and the sports betting and entertainment company across multiple areas.
DraftKings – the official betting partner of the NBA since 2019 – will now see its rights and assets increase their ability to integrate within pro-basketball’s sports betting, fantasy sports, iGaming, free-to-play products, and promotional offerings.
The deal is a vote of confidence in the Boston-based sports betting operator.
Said Scott Kaufman-Ross, senior vice president and head of gaming & new business ventures for the NBA: “DraftKings has demonstrated a clear commitment to strategically investing at the intersection of betting and content. We are excited to be expanding our relationship to include content initiatives like NBABet Stream to engage NBA fans in unique ways.”
Among the modifications to the 2019 deal already made between the entities, DraftKings will now be exclusive sponsor of NBABet Stream; they will maintain a presence at important events, such as the NBA All-Star Game and the NBA draft; and their logo will be present at NBA events in certain markets.
All of this is in addition to partnerships that DraftKings already maintains with a number of NBA franchises, including the Detroit Pistons, Indiana Pacers, and the Charlotte Hornets.
For DraftKings CEO, Ezra Kucharz, this deal has come at just the right time: “The NBA season only just tipped off, and yet we have already seen the immediate impact of the sport among our customer base with significant reengagement along with healthy new betting activity across all our states. All of this signals the rising demand for NBA basketball in its 75th anniversary season among sports bettors and daily fantasy players, and we are pleased to continuously collaborate with the league on new fan-centric platforms like our NBABet Stream integration.”
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