The National Basketball Association has struck an exclusive multiyear partnership with Olympic Entertainment Group AS establishing the company’s OlyBet brand as the league’s official betting partner for the Baltics and Slovakia.
The deal – covering Estonia, Latvia, Lithuania, and Slovakia – will see OlyBet’s official tie with the league promoted in more than 100 casino and retail locations in the region and on the league’s social and digital media platforms. The Estonia-based OEG, which gets the use of NBA branding, also becomes a presenting partner for a localized version of the NBA’s free-to-play gaming platform, NBA Pick ‘Em.
Financial terms were not disclosed.
The deal arrives as the league is set to begin its resumed 2019-20 season on July 30 from its quarantined environment in Orlando, Florida.
“The timing of our partnership is ideal, given the unique opportunity in which NBA games will be live in European primetime every day during the seeding stage of the season restart,” said Scott Kaufman-Ross, NBA senior vice president and head of fantasy and gaming. “Our partnership will give OlyBet the tools to create the most authentic NBA betting experience in the region, providing another way for fans to engage with the NBA.”
The agreement, like others the NBA has struck with other gaming operators, will also include an integrity component to monitor for betting irregularities.
“The limitless brand power of this partnership compels us to be more ambitious and more innovative than ever before, and I look forward to brining this future to our combined base of customers and fans,” said Corey Plummer, OEG chairman and chief executive.
The deal continues an active run of dealmaking in the gaming space for the league that also has included agreements with DraftKings, MGM Resorts International, William Hill, Stars Group, Unibet, Tabcorp, BetEasy, Codere, Supermatch, theScore, and PointsBet to become authorized NBA betting operators.