On Tuesday the NBA announced that it has entered into a multi-year agreement with Francaise des Jeux (FDJ).
This deal makes the FDJ and official gaming partner of the NBA, making it the NBA’s first ever European gambling partner.
Vandana Balachandar, the NBA’s EME Vice President of Global Partnerships, said: “We are excited to partner with Française des Jeux, the market leader in sports betting in France.
“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 this deal, the FDJ will be granted permission to use the NBA’s official league data and to use NBA branding in marketing material in both online and land-based platforms.
FDJ will be tasked with creating practices to protect the integrity of the sport and will also benefit from an increase in exposure through its ParionsSport brand.
Branding and promotional material will be spread throughout 27,000 land-based locations in France as well as on some of the NBA’s digital platforms like NBA.com, the NBA App and French NBA social media platforms.
Richard Courtois, Head of Gaming Operations for FDJ said: “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.”
From this partnership, it is clear that the NBA is looking to capitalize on the spread of legal sports betting in the US and is looking to create an even larger awareness of the brand.
The NBA is currently partnered with MGM Resorts and the NBA’s Philadelphia 76ers are engaged in a deal with Caesars Entertainment.