Toronto-listed online betting and gaming operator The Stars Group has signed a multi-year agreement with the National Basketball Association (NBA).
The agreement makes The Stars Group an authorized gaming partner of the NBA in the United States, giving it access to official NBA betting data and league trademarks for use across its digital sports betting offerings.
“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 Scott Kaufman-Ross, head of fantasy and gaming for the NBA. “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.”
As part of the deal, The Stars Group will be promoted across the NBA’s digital assets including NBA TV, NBA.com, the NBA App and NBA social media platforms, while the NBA will benefit from promotion across The Stars Group’s gaming platforms, including PokerStars.
The Stars Group and the NBA will also collaborate on responsible gaming initiatives and best-in-class practices to protect the integrity of NBA games.
“We are excited to partner with the NBA as we continue to execute on our US strategy,” said Matt Primeaux, The Stars Group's senior vice president of strategy and operations, USA. “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.”
The Stars Group is currently operating in New Jersey with its BetStars brand, with plans to expand its business nationwide as additional states legalise sports betting. Over the past year the company has expanded its global business with the acquisitions of UK-based Sky Betting & Gaming and Australia's BetEasy.
Shares in The Stars Group Inc (TOR:TSGI) closed 0.65 per cent lower at CAD$23.10 per share in Toronto Tuesday.