NBA signs partnership with MGM
On the NFL side of sports in the US, the Cowboys and the Jets are looking to capitalize on the recent sports gambling push in the country. The NBA didn't want to be left out, and announced yesterday that it has signed a partnership with MGM Resorts that will see the casino operator become the league's official gaming sponsor.
Through the deal, which is reportedly worth around $25 million over three years, the NBA will see its direct data feed reach a new market. The league also anticipates that other MGM competitors might also want to gain access to the data.
That data feed is considered by the league to be one of the best tools available to sportsbooks. It says that its speed and reliability will continue to increase in value, especially for in-game betting. Despite the claims, however, Nevada sportsbooks don't use the feed and they seem to be doing fine.
MGM will get the rights to use the logos of the league, as well as the teams. It will also be able to publish highlights, access the data feed and use the "official gaming partner" tag for both the NBA and WNBA.
This is the first time a major sports league in the US has launched a business-to-business deal with any sportsbook provider. However, it almost definitely won't be the last. Whether or not the $25-million investment pays off remains to be seen. It's still too early to determine how valuable the feed is, but the continued expansion of sports gambling across the country will certainly play a huge role in any future sports/casino partnerships and drive the market up.