The National Basketball Association (NBA) and The Stars Group Inc. recently announced a new multiyear partnership that will make The Stars Group an authorized gaming operator of the NBA in the U.S. The partnership is The Stars Group's first with a professional sports league in the U.S.
As part of the partnership, The Stars Group will have the right to use official NBA betting data and league marks across The Stars Group's digital sports betting offerings.
The Stars Group is currently operating in New Jersey with its BetStars brand, with plans to expand its business nationwide as additional states legalize online sports betting.
"The Stars Group is an accomplished global online gaming leader and we are excited to work with them on their first U.S. sports league partnership," said Scott Kaufman-Ross, head of fantasy and gaming, 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 optimize the fan experience."
"We are excited to partner with the NBA as we continue to execute on our U.S. strategy," said Matt Primeaux, SVP strategy and operations, USA at The Stars Group. "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."
During the partnership, 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. Additionally, the NBA will be promoted across The Stars Group's gaming platforms including PokerStars which reportedly operates the world's most popular online poker sites.
The Stars Group and the NBA will also collaborate on responsible gaming and partner on best-in-class practices to protect the integrity of NBA games.