Because of this, many industries want to be associated with the league and teams through sponsorship deals so they can reach a wider market. One industry that has invested wisely in NBA sponsorship deals is the gambling industry.

Gambling in America

American gambling regulations can be confusing for outsiders, and can even baffle many Americans. Gambling operations across the U.S. are prohibited unless regulated and licensed by the states they operate in. This has resulted in a fragmented gambling landscape that can change as consumers cross borders.

Some states completely prohibit all gambling activities, while others are far more open with some allowing operators to cover all markets and some having a selection. Bettors will always have to check the regulations for the state they are in, but the online betting revolution is opening more doors.

While there are only 6 states that currently allow online casinos to operate, there are now 38 states that have operational sports betting markets, with many of these allowing online operations.

This is a relatively new development that was made possible when the Supreme Court overturned the Professional and Amateur Sports Protection Act (PASPA) in 2018.

There are options available to consumers living in states that don’t yet allow certain online betting markets. 

Jonathan Askew presents some great examples of online casino sites available to bettors in Texas. These offshore operations work outside the jurisdiction of Texan regulatory bodies, and players can legally access the sites. These options are available to all U.S. citizens who are old enough to bet, providing far greater choice. The same applies in other states with strict or complicated gambling laws, such as Florida and California – offshore sites are a popular and safe option for residents looking to place a bet online.

The Benefits of the NBA’s Symbiotic Relationship with the Gambling Industry

It is not just sports betting operators that have partnered with the NBA and some of its teams. Online casinos and other options have also chosen to affiliate their brand with the world’s most popular basketball franchises.

These sponsorship deals are a great way for the league and teams to earn additional revenue, and sponsorship deals can come in the way of having logos on shirts, player sponsorship deals, advertising boards at games and arenas, match program ads, TV ads, and even renaming rights for arenas.

While the NBA will receive millions of dollars in sponsorship revenue, this is a mutually beneficial relationship and the exposure that betting operators get is extremely valuable to their business.

The gambling industry in the U.S. is extremely competitive and brand recognition can go a long way to gaining the trust of new customers. Sports fans who go to games or watch from home are more likely to bet with a brand they recognize, and adverts will also encourage viewers to place a wager.

Online betting operators that offer in-game betting markets will benefit in real time from NBA sponsorship deals, but there will also be long-term benefits.

Another way that bookmakers benefit from relationships with NBA teams is by gaining access to valuable league data and statistics that help them create accurate betting lines. As well as gaining access to historical data, bookmakers are kept up to date with real-time stats.

NBA Casino Sponsorship Evolution

The NBA commands huge viewing figures with around 1.5 fans million tuning in for each regular season match. This massive reach has seen team sponsorships grow to almost $1.5 billion.

Gambling sponsorship has been a big part of this since regulations changed to allow states to license sports betting operators. Partnering with major league sports teams gives these operations the publicity needed to grow.

As well as teaming up with sports bookmakers through sponsorship deals, some sportsbooks have also opened land-based sportsbooks in arenas.

Virtual sports betting has also reached the NBA and bettors can enjoy the NBA Last 90 lottery game which shows a simulated basketball game whose result is randomly generated.

Betting Operators to Sponsor the NBA

There are lots of betting sponsorships currently active in the NBA including DraftKings which are one of the NBA’s Authorized Sports Betting Operators.

Fanduel was made the NBA’s co-official sports betting partner in 2021 while MGM Resorts has sponsored the NBA Summer League.

The Stars Group has partnered with the NBA across their digital platforms with BetStars currently acting as the authorized gaming operator of the NBA.

Not only will these partnerships provide the NBA with lucrative revenue streams, but teaming up with some of the world’s top betting operators also helps to elevate its status. Likewise, these betting operators will greatly increase brand recognition and trust among potential and existing customers.

Consumers have a great selection of betting operators to choose from including state-licensed operations, offshore betting sites, and crypto betting alternatives. As more states loosen betting restrictions, NBA sponsorship opportunities could see even more revenue strengthening the league.