The National Basketball Association is continuing its embrace of legalized sports betting by announcing a partnership with William Hill, which has been designated an authorized sports betting operator of the NBA in the United States.
As part of the agreement, William Hill will have the right to use official NBA betting data and league marks across its mobile platforms and in its sports books throughout the US. Additionally, William Hill will be promoted across the NBA’s digital assets including NBA.com, the NBA app, and the NBA’s social media platforms.
The two parties will also collaborate on best-in-class practices to protect the integrity of NBA games.
William Hill had for months been an outspoken opponent of US sports leagues requiring the purchase of official data for use in sports betting operations. But the completion of the NBA deal presents a significant change of stance by one of the industry’s largest and most prominent operators.
“We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events,” said Dan Shapiro, William Hill US vice president of strategy and business development.
William Hill is now active in 10 US states, and says it currently accepts one out every four legal American sports bets.
The NBA – which has been at the forefront of the new legalized sports betting landscape in the US – also has sports betting partnerships with MGM Resorts International and the Stars Group, as well as betting data partnerships with Sportradar and Genius Sports.
Last month, the NBA’s Board of Governors introduced a rule change, mandating that teams must now submit their starting lineups 30 minutes before each game, up from the prior rule of 10 minutes prior to tipoff.
The rule change is designed in part to provide more transparency and a level playing field for information disclosure as legalized sports wagering continues to take hold across the US.