International Game Technology (IGT) entered a multiyear sports betting partnership with the NBA on Wednesday that gives the sports betting platform provider access to the league’s official data and team and league logos for use in sportsbooks and casinos across the United States.
The London-based company will be the first sports betting platform provider to bring NBA marks into American sportsbooks and casinos, and IGT hopes it will create a further distinction for its PlaySports sports betting platform.
“Partnering with the NBA to bring official league data to our PlaySports customers further validates IGT’s seriousness about delivering an unrivaled sports betting solution for the U.S. market and supports the ‘all-in-one’ proposition that we offer,” said Enrico Drago, IGT PlayDigital senior vice president, in a joint statement with the league. “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.”
The NBA completed its COVID-19 interrupted season Sunday night when the Los Angeles Lakers defeated the Miami Heat 106-93 to wrap up the franchise’s 17th title. The league successfully conducted the last part of its regular season and playoffs in a “bubble” at the Walt Disney World complex in Florida, completing 172 games over a period of more than three months without recording a positive test for COVID-19.
NBA continues to embrace growing betting landscape
The agreement is another example of the NBA being among the sports industry leaders when it comes to embracing legalized sports betting as it continues to grow in the United States. Commissioner Adam Silver was the first to call for legalization with his op-ed in the New York Times in 2014, and the action in the bubble proved to be a big hit with bettors.
“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 U.S.,” said NBA Senior Vice President and Head of Fantasy & Gaming Scott Kaufman-Ross. “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.”
Among states that reported wagers by sport, Nevada reported basketball handle of nearly $194 million in August, while Illinois and Indiana reported combined handle of more than $102 million. Colorado, a newcomer to sports betting, posted basketball handle of $38 million during the postseason in September.
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