The French state-owned gaming operator Francaise des Jeux has become the first European company to partner with the NBA for sports betting offerings. The US-based basketball league now realizes the effects of the relaxed and liberalized US market which could allow foreign operators to partner with home leagues.
The NBA announced this week that it had signed an exclusive partnership deal with the FDJ, the state-owned French national lottery provider. The FDJ is the largest firm with sports betting operations in France and works under the ParionsSport brand. The operator has now become the first ever company to partner with the NBA, but the league hasn’t disclosed the financials of the deal yet.
However, the multi-year deal is expected to employ the official league data for sports betting operations. NBA branding will also be available across the land-based and online sports operations of the FDJ. Currently, the company has more than 27,000 retail betting outlets in France.
NBA Europe and the Middle East vice president, global partnerships, Vandana Balachandran said that the new partnership will help in providing the best possible experience in gaming and entertainment to the customers based on official, accurate and real-time NBA data.
All pro leagues in the US are trying to make use of the liberalized gambling restrictions in the country by selling their official data. They are even lobbying the Congress and state legislatures to ensure that using official data becomes mandatory. This will help in bringing a steady stream of revenue to the teams. Dan Spillane, the senior vice president of league governance at NBA said that the league is adopting a parallel tracks strategy.
The basketball league has been especially active in striking partnerships as quickly as possible. In October, it signed a $25 million deal with MGM, the gambling resort behemoth. The Nevada sportsbooks have to avoid using the term NBA in their offerings till day to avoid copyright issues. However, MGM’s offerings will now display the NBA name and logo across the US and offer to bet on league games.
The league could be eyeing revenues that go through the roof with these partnerships and legalized sports betting. The American Gaming Association noted in its study published last month that legalized sports betting could increase the league’s revenue by $585 million per year. It includes advertising, sponsorship, data and media deals and the rising revenue could likely resonate with the ticket sales as well.