With sports betting now allowed in the US subject to the laws of each state, the National Basketball Association has gone international by picking a gambling partner abroad.
The league signed its first-ever multi-year European gambling partnership deal with Francaise des Jeux (FDJ) on Tuesday.
However, the French deal proves the tremendous financial success the league has achieved since the US Supreme Court ruling which officially made it possible for each state to provide regulatory framework for sports betting.
The NBA Vice President of Global Partnerships, Vandana Balachandar, said they were excited to be partnering with a market leader in sports betting in France.
“This collaboration will result in the best possible gaming and entertainment experience for consumers through the use of accurate, official, real-time NBA data, and demonstrates our collective efforts to maintain the integrity of our games,” he said.
The deal allows among other things the FDJ to use official league data, create best practices to protect the integrity of NBA games and promote branding on digital and land-based platforms.
Head of Gaming Operations for FDJ, Richard Courtois, said the deal was a huge win for sports bettors in France.
“Partnering with the NBA, the most prestigious basketball league in the world will allow ParionsSport to get even closer to the action and offer a more refined gaming experience for gamers enabling us to reach yet more fans,” he said.
Promotion and branding of the league will be done via FDJ’s gaming brand, ParionsSport across 27,000 retail locations in France.
Kindred Group announce Unibet-PSG sponsorship deal
Caparica Primavera Surf Fest pits youth against experience
Froome all but home as Tour de France 2016 enters final stages
Chris Froome charges ahead at Tour de France 2016
France vs. Portugal betting tips & specials, EURO 2016 Final
Punters fancy France & Ronaldo in EURO 2016 final betting
Griezmann specials & free bets, France vs. Germany EURO 2016
Costly Contador crash puts Froome in pole at Tour de France