The NBA has added another gaming partner in the expanding U.S. sports betting market.
On Tuesday, the NBA announced a multiyear partnership with international gaming operator The Stars Group, which runs the BetStars online sportsbook in New Jersey and also is going through the sports betting licensing process in Pennsylvania.
The deal will make The Stars Group an authorized gaming operator of the NBA in the U.S. The company will have the right to use official NBA betting data and league marks and logos across digital sports betting offerings.
The NBA will promote The Stars Group across the league's digital assets, including NBA TV, NBA.com, the NBA App and NBA social media platforms. In turn, The Stars Group will promote the NBA across its gaming platforms, including popular online poker site PokerStars.
"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," Scott Kaufman-Ross, head of fantasy & gaming for NBA, said in a release announcing the deal.
The partnership is the NBA's second with a gaming operator in the U.S. sports betting market, following a Supreme Court ruling in May that opened a path for states to authorize legal sportsbooks. This summer, the NBA announced MGM Resorts International as the official gaming partner of the NBA and WNBA. The NBA logo now hangs in the sportsbook at the Borgata, an MGM property in Atlantic City, New Jersey.
The deal is the first for The Stars Group with a U.S. professional sports league.
"Our partnership with the NBA, including access to NBA's real-time data and intellectual property, further enhances consumer confidence in our offering and acts as an official endorsement of our BetStars sportsbook offering here in the States," Matt Primeaux, The Stars Group senior vice president of strategy and operations U.S., told ESPN.
The Stars Group and NBA also will collaborate on responsible gaming and information sharing aimed at protecting the integrity of the game.
Since the Supreme Court ruling in May, legal sportsbooks have opened in Delaware, Mississippi, New Jersey, New Mexico, Pennsylvania, Rhode Island and West Virginia.