DraftKings targets NBA season with expanded betting partnership
US heavyweight to include NBA assets and IP for first time under multi-year agreement
DraftKings has expanded its existing relationship with the NBA to become the US basketball league’s official sports betting partner.
Under the terms of the multi-year deal, DraftKings receives rights to NBA assets for integration within its sports betting, daily fantasy sports, igaming, free-to-play products and promotional offers.
DraftKings will now become the exclusive presenting sponsor of NBABet Stream, the league’s betting-focused telecast that is distributed via NBA League Pass and the NBA TV app, with odds lines and props integrated into content.
In addition, DraftKings will also have the right to 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 has served as an Authorized Gaming Operator (AGO) of the NBA since 2019.
The new NBA season began last month, following a significant hiatus due to the Covid-19 pandemic, however operators are already targeting interested bettors.
Addressing this, DraftKings chief business officer Ezra Kucharz said: “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 re-engagement 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 fan-centric platforms like our NBABet Stream integration,” Kucharz added.