Sports Business : NBA announces Betting partnership with IGT

North American basketball’s NBA has entered into a betting partnership with International Game Technology, the UK-based gaming company.

Under a multi-year agreement, IGT’s PlaySports sports betting customers in the US will be authorised to use NBA intellectual property, such as official data, team and league logos, in their sportsbooks.

With the deal, IGT claims to be first B2B sports betting platform provider in USA to bring NBA official data, marks and logos to regional casinos and sportsbooks

Enrico Drago, IGT PlayDigital senior vice-president, said: “Partnering with the NBA to bring official league data to our PlaySports customers further validates IGT’s seriousness about delivering an unrivalled sports betting solution for the US market and supports the ‘all-in-one’ proposition that we offer,”

“With the rise in popularity of in-play, prop and parlay bets, having access to official, real-time NBA data feeds and league marks and logos positions IGT to collaborate with our PlaySports customers in creating highly compelling betting menus for sports fans across the country.”

Scott Kaufman-Ross, NBA senior vice-president, head of fantasy and gaming, added: “This partnership with IGT marks the first time a platform provider can offer an ‘out of the box’ authentic NBA sports betting solution to a diverse set of operators across the US. This agreement will allow regional operators across the country to have direct access to NBA assets to create the best NBA gaming experience and further engage our fans.”

This is the latest move in the betting world by the NBA as it has embraced and increased its activity in the gaming market in recent years.