The NBA has posted another double-double in the betting world.
And this time, it is taking the shape of an expanded multi-year agreement with DraftKings and FanDuel Sportsbook.
The deal – announced on Nov.4 – makes the pair of betting giants the official betting partners of the NBA in Canada.
Both are currently responsible for the NBA’s betting needs in the US.
“DraftKings and FanDuel are market leaders who have been incredible partners in engaging with millions of NBA fans who enjoy fantasy and betting,” said Scott Kaufman-Ross, Senior Vice President, Head of Gaming & New Business Ventures, NBA, via a statement.
“DraftKings and FanDuel sit at the center of the continued convergence between media and sports betting, and, together, we are excited to bring these unique content experiences to our fans.”
Operators to take on distinct roles with the NBA
The deal allows DraftKings and FanDuel exclusive rights to integrate NBA assets throughout their sportsbooks and fantasy platforms.
That will include NBA betting data, league marks, logos and game highlights. But from there, ‘The Association’ plans on using both daily fantasy sports giants differently.
For instance, DraftKings will become a sponsor of the NBABet Stream show. The show is part of the NBA’s premier package – NBA League Pass and its NBA TV App.
Meanwhile, FanDuel becomes the exclusive presenting partner of the weekly NBABet Show.
Turner Sports co-produces the broadcast each Monday night on NBA TV. Both broadcasts will integrate game odds, betting lines, and player/game props. NBA.com game pages will also incorporate the features.
“Combining the star power of the NBA with our industry-leading platform has resulted in innovations that have significantly enhanced the fan experience,” said Amy Howe, President & CEO of FanDuel Group.
NBA’s 75th – year anniversary creating opportunities
The NBA is celebrating its 75th – year anniversary season.
That has brought about several unique collaboration and partnership deals for the NBA in Canada. So, DraftKings and FanDuel being interested in taking on the Canadian NBA market should be expected in some ways.
Canada’s legalization of single-game betting significantly changed financial forecasts for the industry. And, with a competitive market coming later this year or by early 2022, sportsbooks have been jockeying for months to get a foothold.
Canadian basketball popularity – particularly with the Toronto Raptors – is at an all-time high, too.
The Raptors – Canada’s lone NBA squad – currently ranks third in league attendance. According to ESPN’s attendance report, they average 19,800 fans per home game. Game 6 of its 2019 championship season also ranked as the 13th most viewed TV broadcast in Canadian history.
DraftKings and FanDuel plan to launch their NBA platforms in Canada later this season.