French national lottery operator Française des Jeux (FDJ) has agreed a new multi-year partnership to serve as the NBA’s first official gaming partner in Europe.

The exclusive partnership will be promoted in more than 27,000 retail locations in France and on FDJ’s ParionsSport online gaming site, as well as via the the NBA’s digital assets including NBA.com, the NBA App and NBA France social media platforms.

“We are excited to partner with Française des Jeux, the market leader in sports betting in France,” said Vandana Balachandar, NBA Europe and Middle East vice president, global partnerships. “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.”

As part of the partnership, FDJ will use official NBA data and branding across ParionsSport’s land-based and digital sports betting offerings in France. FDJ and the NBA will also develop best-in-class practices to protect the integrity of NBA games.

“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,” said FDJ head of gaming operations Richard Courtois.

“Basketball is one of the most popular sports globally, and as a result of this partnership with the NBA, it will become even more popular and inspirational for our customers.”

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