Who needs integrity fees when you have official data?

BetStars Joins MGM With An NBA Sports Betting Partnership Deal Of Its Own

BetStars NBA

A new BetStars NBA partnership deal will make the sports betting operator the second to link up with the league for official data and marketing.

The sides announced their agreement Tuesday in a press release. The BetStars NBA deal brands the operator as an “official gaming partner” of the world’s most prominent basketball league.

“We are excited to partner with the NBA as we continue to execute on our U.S. strategy,” said¬†Matt Primeaux, a Stars Group’s senior vice president, in a release. “This agreement enables us to use official NBA data and league marks, providing a better experience to our customers, while working with the NBA to protect the integrity of games.”

What’s in the BetStars’ NBA deal

Here’s what the BetStars’ NBA deal includes for both partners:

  • The Stars Group (the Canadian-based parent company of BetStars) will have the right to use official NBA betting data and league marks across the Stars Group’s digital sports betting offerings.
  • NBA’s digital assets including NBA TV, NBA.com, the NBA App and NBA social media platforms will promote the Stars Group.
    • The Stars Group’s gaming platforms, including PokerStars, will promote the NBA.
  • The Stars Group and the NBA will collaborate on responsible gaming and partner on efforts to protect the integrity of NBA games.

NBA Head of Fantasy Scott Kaufman-Ross on the deal:

“The Stars Group is an accomplished global online gaming leader and we are excited to work with them on their first U.S. sports league partnership. This dynamic partnership will be another way to create authentic fan engagement with league logos and official NBA betting data, while leveraging Stars’ global expertise to further optimize the fan experience.”

The most important piece of the deal

The BetStars’ NBA partnership looks quite a bit like the MGM’s NBA partnership. The casino giant agreed in July to a landmark deal with the league that set the standard for this one. That deal reportedly checked in at the cost of three years and $25 million for MGM.

Perhaps most important in both contracts is the lack of exclusivity. The NBA can make as many of these data and marketing deals as it likes.

The NBA essentially weaponized official data as a revenue stream following the dismal 2018 reception to its integrity fee concept. The league announced official data deals with providers Sportradar and Genius Sports earlier this month.

With MGM and BetStars both responding to the official data and marketing pitch, it appears the league found a viable strategy.

That will not stop the NBA from pursuing integrity fees as well, of course. Lead counsel Dan Spillane made that clear earlier this fall, and the extra cut already showed up in recent legislation in Washington, D.C.

 

Adam Candee
- Adam Candee is the managing editor of Legal Sports Report. He covers sports business and news from Las Vegas. Adam is a former editor and reporter at the Las Vegas Sun, Arizona Daily Sun and KLAS-TV. He can be reached at [email protected]