MGM inks “historic” betting partnership with the NBA
Casino operator becomes first official gaming partner of any major US sports league
MGM has announced a landmark deal with the NBA that will see it become the first official gaming partner of any major US sports league.
Under the agreement, MGM gets the rights to use NBA logos and highlights, as well as the official gaming partner tag.
Crucially the deal also includes access to the NBA’s official data feed, which will be used for live betting, perhaps signalling a way forward for the pro leagues without the need for ‘integrity fees’ in state legislation
“Sports betting deals should be done through contracts – not statutory obligations. Today’s announcement highlights the symbiotic partnership between casino gaming companies and sports entities. We anticipate this is the first of many to come.”
– @SaraSlaneAGA on MGM/NBA deal— American Gaming Association (@AmericanGaming) July 31, 2018
The data feed provider is still to be determined, with the NBA saying its existing deal with Sportradar is only for outside of the US.
NBA deal with MGM sounds potentially not great for Sportradar. Silver: "Our deal with Sportradar is only operative outside the US. So the official data feed that will be provided to MGM will either come directly from NBA or from a partner yet to be named."
— Daniel Roberts (@readDanwrite) July 31, 2018
The MGM/NBA partneship is worth approximately $25m over three years for the NBA, according to ESPN sources, and allows for other operators to ink their own deals of the official data feed.
As part of the agreement, the NBA and MGM will also work together to create a series of integrations across NBA platforms, including a special digital content series.
“The NBA has always been an innovator at the forefront of sports evolution, and MGM Resorts is thrilled to partner with the league to revolutionize sports betting in the United States,” said MGM CEO Jim Murren.
“Integrating the NBA’s assets and having official NBA data showcased across the MGM Resorts platforms will provide us with a distinct advantage and instill more confidence in knowing that our data is directly from the NBA.”
Silver added: “As the landscape for sports betting in the U.S. continues to evolve at a rapid pace, MGM Resorts is a proven gaming leader for us to work with on this ground-breaking partnership.”
“Our collaboration will result in the best possible gaming and entertainment experience for consumers through the use of accurate, real-time NBA and WNBA data, and our collective efforts to maintain and enhance the integrity of our games.”
The deal will also benefit GVC, which agreed a $200m joint venture with MGM earlier this week, that will use the PlayMGM and partypoker brands.
Referring to the GVC JV, Muren added: “We need the best possible technology, the best in-game betting experience which we get with GVC, and now we have tremendous data, analytics and information from the NBA. And that will determine who wins and loses in this arena, the sports betting arena, in the US. And I think MGM is going to win.”
Murren also slipped in the fact that MGM would be launching its betting app in New Jersey next week, potentially becoming the first operator to do so.
Also dropped in at end of presser by Jim Murren (CEO of MGM): MGM will be accepting mobile bets via their app in New Jersey by end of the week
— Ben Fawkes (@BFawkes22) July 31, 2018
The playMGM betting app is widely used in Nevada and is powered by IGT.