Australian Betting Company To Integrate League-First Tech Across NBA Platforms

PointsBet has negotiated a deal with the National Basketball League (NBA) that will see the Australian sports betting company integrate a win probability metric on the league’s digital platforms.

PointsBet will become the NBA’s 11th authorised betting partner and will mark the company’s first partnership with a US professional sports league.

Under the multi-year partnership, PointsBet will integrate a league-first win probability metric across certain NBA platforms, including on NBA.com and NBA social media channels.

Using the same analytics and statistics that fuel the PointsBet sportsbook, the real-time insight is designed to illustrate projected outcomes.

Additionally, the gambling firm, which launched in the US in January last year and is licensed in New Jersey and Iowa, will integrate NBA betting data and league branding across its digital platforms.

Johnny Aitken, chief executive of PointsBet’s US operation, said: “As a tech company at heart, the PointsBet team is excited to work with a league as savvy and forward-thinking as the NBA.

“We’re certainly aligned in looking to present fans with the best experience possible, and we look forward to enhancing the sports betting aspect via the win probability metric powered by PointsBet.”

PointsBet will join a host of sports betting operators added to the NBA’s books since the US Supreme Court’s decision in 2018 to relax sports betting laws.

The league’s betting portfolio also includes DraftKings, FanDuel, Sportradar, MGM Resorts International, William Hill and the Stars Group.

Scott Kaufman-Ross, the NBA’s head of fantasy and gaming, added: “We are thrilled to partner with PointsBet on its first US sports league betting partnership, as they continue to grow their business throughout the US.

“PointsBet has a unique offering in the marketplace and we are excited to find new ways to engage with fans together.”