The Stars Group and NBA strike win-win deal in the USA

GIANT gambling company The Stars Group has signalled its intention to enter the USA in a big way with a multiyear deal which makes them an authorized gaming operator for the NBA.

While it is common-place for sporting leagues to have official gaming partners it is only just beginning to happen in the USA and it is the first agreement of its type struck by The Stars Group in this country.

The partnerships means The Stars Group will have the right to use the betting data the NBA has across the company’s digital sports betting sites, which includes brands like Betstars and Australian-facing BetEasy, on top of recent acquisition Sky Betting & Gaming.

The Stars Group is one of the biggest gambling companies in the world and is largely known for its Pokerstars brand, which is regarded as the best poker client used by millions of people across the country.

So far The Stars Group has only pushed into the regulated New Jersey market but the the company has plans to grow its USA focus quickly as more states legalise online sports betting.

Head of Fantasy and Gaming NBA Scott Kaufman-Ross said the opportunity to partner with “an accomplished global online gaming leader” was an exciting opportunity for the world’s biggest basketball league, while it also gave them scope to expand fan engagement the betting opportunities overseas through The Stars Group’s reach.

Senior Vice President of Strategy & Operations at the Stars Group USA Matt Primeaux said the potential offered through the partnership with the NBA continues their “US strategy” and will allow them to provide a better experience to customers and help them protect the integrity of games.

The new partnership means The Stars Group will be promoted across the NBA’s various media channels, including their website, NBA TV, social media platforms and the NBA app. In return the NBA will be advertised across The Stars Group’s platforms, including their poker offerings.

The pairing has also vowed to work closely together to promote responsible gaming, while they will also work towards creating world’s best practices to protect the integrity of games in the NBA, which might be impacted by betting.

This latest partnership is likely to be one of many the NBA strikes across the USA as more states legalise gambling, with no mention of The Stars Group Deal being exclusive or a one-off across the country.