PokerStars operator The Stars Group has struck its first partnership with a US professional sports league.
As an Official Gaming Partner of the NBA, The Stars Group will be able to use official NBA trademarks and betting data on its BetStars sports betting site.
The Stars Group’s brands will also be promoted across the NBA’s digital assets, including the NBA app, TV channel, official website and social media channels.
In return, The Stars Group will promote the NBA across its various brands, including PokerStars.
The Stars Group brands will also collaborate on responsible gaming initiatives and implement measures to protect the integrity of NBA Games.
In the US, the partnership will initially focus on the New Jersey market, where Betstars is currently active, before expanding into other states as and when sports betting is made legal.
The Stars Group plans to launch in Pennsylvania on the back of a new partnership with Mount Airy Casino Resort, and could soon launch in 11 other states on the back of a market access deal with Eldorado Resorts.