Gambling has long had a close relationship with sport. In fact, in many parts of the world, partnerships with leagues and clubs have become an integral income stream for them.
In recent years, the rise in licensing and regulation of gambling across US states has also been the case for the NBA. That all began in 2018, before big deals in 2021 with FanDuel and DraftKings, which continued to see the league take it to the next level.
The NBA’s stance will have been largely changed due to its legalization across many states, and it’s becoming a match made in heaven. The NBA is receiving the benefits of the cash injection, in much the same way football has in Europe, while online casinos are reaching a brand new audience.
That means that we’re seeing more and more basketball fans seeking out games, from the 7,500+ free slot games at Slotsjudge to blackjack, roulette and more.
The NBA’s Stance on Gambling
For the NBA, that extra revenue has been the main driving factor.
In fact, the sports league was the first in the US to see the potential in it, striking a deal with MGM Resorts back in 2018, believed to be worth around $25 million. Upon agreeing to the deal, NBA commissioner Adam Silver said, “As the landscape for sports betting in the U.S. continues to evolve at a rapid pace, MGM Resorts is a proven gaming leader for us to work with on this groundbreaking partnership.”
The NBA has been clear that they will only partner with those that create the best consumer experience and have solid reputations within the space. That’s also the case with NBA teams, most of which have official online casino partners. That’s all designed to protect the integrity of NBA games, something MGM CEO Jim Murren emphasised at the very start of the partnership with MGM.
Murren noted: “The foremost mission is to maintain and preserve the integrity of the game, the fan experience for the NBA fans, [and] in fact help catapult further the global presence of the NBA.”
Key Gambling Partnerships
Today, the league has a total of 17 authorized gaming partners, with the vast majority being major players, including BetMGM, ESPN Bet, Fanatics, FanDuel, Bally, and Caesars.
Other betting partners include:
- bet365
- Bet Rivers
- IGT
- Underdog Sportsbook
- Hard Rock Sportsbook
You’ll find these across official NBA websites, in NBA League Pass, throughout NBA games on advertising boards and during commercial breaks on television, integrating the gambling industry in a way that is also improving fan experience.
That’s seen many other leagues across the world of sports follow suit, including the likes of the NHL, MLB and NFL, all of whom have teamed up with casinos.
What NBA Players Think About the League’s Gambling Partnerships
Within the media and among fans, there have been varying views on professional sports’ dealings with sports gambling operators, with some understanding and benefiting from the linkup between casino games and making betting on NBA easier, while others believe the Association should be steering away from gambling and the likes of daily fantasy sports in order to protect game integrity.
Of course, with the close partnership, many players have also had their say on the rise of gambling sponsors and adverts across NBA arenas, too.
According to a survey run by The Athletic, just over a third of players believed that gambling partnerships between the league and casinos were a good thing.
That was largely due to the money being added to the game, as well as increased visibility for the league. The anonymous survey saw player input as well, with one stating: “There’s a lot of money to be spent in gambling. So I think at some point, we get a piece of that. It’s good for the game. It’s good for the fans.”
Another player added: “I think it creates an opportunity for our fan base to grow, and I have no problem with it at all.”
However, it doesn’t come without its risks, though, with players also citing that gambling should be done responsibly, as well as players themselves not getting involved.
Interestingly, there is also the impact of gambling outcomes on players, too, with one player stating: “Obviously, the complaint is people DMing you, whatever, hate mail and all that. At the end of the day, we make more money based on viewership, so I’d rather have more money and people screaming at me than no one screaming at me and less money.”
Nonetheless, 46% of players say that gambling is bad for the league.
The Future of Gambling Partnerships in the NBA
Like many professional sports leagues across the world, gambling is now a major part of how it operates and there’s going to be no slowing down when it comes to American sports either. The industry is growing at an exponential rate in the country, and more online casinos will look to boost their reputation by becoming a partner of the NBA.
That’s going to bring more money into the league and further bring sports and entertainment together, whether that be making it easier to access partners during games in the era of multi-screening, or we see more NBA titles and themed products within casinos themselves.
The next few years are certainly going to be interesting as technology continues to evolve, too, and there’s no doubt we’ll see the NBA keep up with the trends in their partnerships as a result.
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