In 2014, FanDuel and the NBA entered into a multi-year agreement in what was the first partnership between a sports league and a DFS site. Now the partnership has expanded another step further with the announcement on Tuesday that FanDuel will become an authorized gaming operator of the NBA.
The partnership will bring the FanDuel sportsbook and NBA closer together as FanDuel expands its sports betting operations across the United States. In conjunction with the deal, FanDuel will also their role as the league’s official daily fantasy sports partner.
Matt King, the CEO of FanDuel, discussed the history that the two organizations have. “The NBA was the first sports league we partnered with, and has been an incredible partner ever since. With the expansion of our fantasy agreement and addition of sports betting, we are excited to work together in ways we haven’t before.”
The announcement comes two months after FanDuel agreed to a partnership with the NHL on a similar deal.
A match that makes sense
Although some elements of the FanDuel and NBA partnership will likely behind the scenes, there are some tangible benefits to FanDuel users as well as NBA fans.
In what is arguably the most important part of the deal, FanDuel will get access to the league’s real-time data feed, which promises to increase the speed at which DFS scores are updated as well as information that will serve the FanDuel sportsbook’s live betting platform, where the timing of data is crucial in the facilitation of wagering. The proprietary official data feed is seen as a big improvement to that of a standard data feed.
FanDuel will also be allowed to use NBA “marks and logos” across its products, a subtle but important signal that FanDuel products are effectively embraced by the league. FanDuel and the league will also work together in the creation of new game formats. The two organizations have previously collaborated on “InPlay,” an engaging game that fans can play while watching the game.
The NBA and FanDuel hope that the partnership can aid both brands in their efforts to expand outside of the United States. In July of this year, FanDuel entered into a merger with European casino heavyweight Paddy Power Betfair, which could have the company owning a 100% stake in FanDuel by 2023.
FanDuel hopes that the merger combined with recent partnerships, such as one signed with the NBA, could help the company further move into Europe, where DFS has not yet been a major favor.
NBA aggressive with partnerships
The NBA has been a leader compared to the other major sports when it comes to the acceptance of sports betting. They were one of the first among the major American sports leagues to see the potential of sports wagering, and since the landmark Supreme Court decision in May, the NBA jumped into a handful of strategic partnerships.
In addition to partnering with FanDuel (a DFS site), the NBA has inked a variety of agreements across the sports betting world including MGM Resorts International (a US casino) and The Stars Group (international casino with a huge online presence).
With sports betting quickly spreading across the globe, this will undoubtedly not be the last.