NBA Extends Gaming Category Reach With Expanded FanDuel, DraftKings Deals
Thursday, November 4, 2021 at 03:26PM NYSJ Sports-Entertainment Business News Service
November 4, 2021: Building on alliances in the sports gaming category that date back to 2014, the NBA today signed multi-year expanded partnerships making DraftKings and FanDuel Group co-official sports betting partners of the league.
Both companies will have expansive rights to integrate NBA assets throughout their sports betting and daily fantasy sports platforms.
FanDuel and DraftKings also become sports betting partners of the NBA in Canada, where they both plan to launch later this season.
FanDuel’s alliance with the NBA began in 2014.
DraftKings' relationship with the NBA dates back to 2019.
Both DraftKings and FanDuel will continue to work with the league on “best-in-class practices to protect the integrity of NBA games.”
Financial terms of the deals were not shared.
“DraftKings and FanDuel are market leaders who have been incredible partners in engaging with the millions of NBA fans who enjoy fantasy and betting,” Scott Kaufman-Ross, NBA svp-head of gaming and new business ventures, said via the league.
“DraftKings and FanDuel sit at the center of the continued convergence between media and sports betting, and, together, we are excited to bring these unique content experiences to our fans.”
Under the expanded deal, FanDuel becomes the exclusive presenting partner of the weekly NBABet Show on NBA TV. Viewers will now be able to choose to see FanDuel odds displayed on the “Games” page of NBA.com.
DraftKings becomes the exclusive presenting partner of NBABet Stream, the NBA’s betting-focused telecast on NBA League Pass and the NBA TV App.
NBABet Stream presented by DraftKings will air its first game Nov. 5.
In addition, DraftKings will activate on-site at tentpole NBA events, including the NBA All-Star Game, Rising Stars, NBA All-Star Saturday Night and NBA Draft presented by State Farm.
DraftKings and FanDuel will continue to utilize official NBA betting data and league marks and logos across their sports betting and free-to-play game offerings and create and feature NBA content that includes game highlights across their various content platforms.
The NBA also has deals in the category that include MGM Resorts and Fox Bet.
The NBA said it would work with both DraftKings and FanDuel in support of its “ongoing commitment to responsible gambling.”
That includes public education via social media messaging and public service announcements, public advocacy, and the enforcement of strict standards and limitations on betting-related advertising across NBA and partner platforms.
“For the past seven years the NBA and FanDuel have architected the platinum standard of partnership between a professional sports league and mobile sports gaming operator,” Amy Howe, FanDuel Group president and CEO, said via the company.
“Combining the star power of the NBA with our industry leading platform has resulted in innovations that have significantly enhanced the fan experience. We are proud of the deep working relationship we have built with the NBA, and that this agreement will celebrate a decade of official partnership.”
According to Ezra Kucharz, chief business officer at DraftKings, “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 of 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 offerings like our NBABet Stream integration.”
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