Marketing

The Stars Group nets NBA official gaming partnership

Stars gains usage rights of NBA data and branding as condition of new multi-year agreement

The Stars Group has agreed a multi-year partnership with the NBA to become an authorized gaming operator of America’s professional basketball league.

As part of the deal, Stars has gained the right to use official NBA betting data and league branding across its digital sports betting offerings.

The Stars Group is currently operating in New Jersey through its BetStars brand, with plans to expand its business in the US as additional states legalize online sports betting.

Matt Primeaux, SVP of strategy and operations USA at Stars, said: “We are excited to partner with the NBA as we continue to execute on our US strategy.

“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.”

Throughout the partnership, Stars will be promoted across the NBA’s digital assets including NBA TV, NBA.com, the NBA App and NBA social media platforms.

Stars will also endorse the NBA across its betting and gaming platforms including PokerStars.

“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,” said the NBA’s head of fantasy and gaming Scott Kaufman-Ross.

“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,” he added.

The NBA has inked a similar betting partnership with MGM Resorts in the US and FDJ in France.

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