Australian betting and gaming operator Tabcorp has agreed a multi-year partnership with the National Basketball Association (NBA).

The agreement will bring NBA TV, the league’s 24-hour television network, to Tabcorp’s Sky Channel in more than 4,400 TAB retail and entertainment venues across Australia.

Throughout the year, Sky Channel will feature NBA TV’s extensive line-up of programming, including live NBA games, highlights and original content. In addition, Tabcorp will create unique NBA content and experiences for fans within its venues.

Separately, Tabcorp has also become an authorised sports betting operator of the NBA in Australia, and will be allowed to use official NBA league marks across its platforms. Tabcorp and the NBA will also collaborate on best-in-class practices to protect the integrity of NBA games.

“Our goal is to support the growing appetite in Australia for the NBA, which currently features the strongest contingent of Australian players we have ever seen,” said Adam Rytenskild, Tabcorp managing director of wagering and media.

“The NBA is popular with our customers, and we are proud to establish this partnership to bring fans of the competition a wide range of action in pubs, clubs and TABs. This creates an expanded sports offering, gives fans and our venue partners more value, and complements Sky’s unrivalled coverage of Australian and international racing.”

Scott Levy, executive vice president, managing director of NBA Asia added: “Tabcorp’s extensive retail network will bring NBA TV to millions of fans throughout Australia. We also look forward to working with Tabcorp on integrity monitoring in their new role as an authorized sports betting operator.”

Shares in Tabcorp Holdings Ltd (ASX:TAH) closed down marginally by 0.41 per cent at AUD$4.85 per share in Sydney earlier Tuesday.