PointsBet and NBA Agree on Authorized League Partnership
PointsBet landed its first partnership with a professional sports league on Wednesday, becoming an “Authorized Sports Betting Partner” of the NBA.
As part of what was termed a multi-year pact, PointsBet will “integrate the first-ever Win Probability Metric across certain NBA platforms, including on NBA.com and NBA social media channels,” according to a joint release. The authorized operator relationship has become a fashionable new way for leagues and operators to establish mutually beneficially ties in the aftermath of the post-PASPA wrestling over so-called “integrity fees.”
“We are thrilled to partner with PointsBet on its first U.S. sports league betting partnership, as they continue to grow their business throughout the U.S.,” said Scott Kaufman-Ross, Senior Vice President, Head of Fantasy & Gaming, NBA. “PointsBet has a unique offering in the marketplace and we are excited to find new ways to engage with fans together.”
NBA Has a Basket Full of Betting Partners
The metric will use the same analytics and data used to create offerings at PointsBet sportsbook. The Australia-based company, which is opening a domestic headquarters in Colorado, gains the rights to use NBA betting data and logos.
PointsBet also has a New Jersey sportsbook partnership with the Meadowlands.
“As a tech company at heart, the PointsBet team is excited to work with a league as savvy and forward-thinking as the NBA,” PointsBet CEO Johnny Aitken said in a release. “We’re certainly aligned in looking to present fans with the best experience possible, and we look forward to enhancing the sports betting aspect via the Win Probability Metric Powered by PointsBet.”
The NBA was among the earliest major American professional leagues to attempt to capitalize on the spread of league sports betting once it became apparent that curbing it was an impossibility after the repeal of the Professional and Amateur Sports Protection Act in 2018. A league that once lobbied for integrity fees has since forged either betting or data-acquisition partnerships with more than a dozen gaming entities including DraftKings, FanDuel, MGM, Unibet and William Hill.