Yahoo Sports has agreed a deal to become an official marketing partner of the National Basketball Association (NBA), and will work with the league on a range of fantasy and sports betting initiatives.
The agreement will see Yahoo will continue to operate the exclusive season-long fantasy game of the NBA, as well as create NBA-branded daily fantasy and sports betting integrations.
The deal will also permit Yahoo Sports to deliver expanded NBA content across its platforms, including distributing live, out-of-market games through NBA League Pass, with opportunities to engage fans with fantasy and betting through digital overlays.
Yahoo Sports and the NBA will also produce two shows focused on fantasy and betting, to coincide with the NBA Conference Finals and NBA Finals.
In addition, game footage will be used to create content such as game previews and recaps to help fans in fantasy, daily fantasy and sports betting.
“As the NBA restart tips off this week, our expanded relationship with Yahoo Sports will offer a variety of unique ways for fans to engage with the NBA,” NBA president, global content and media distribution, Bill Koenig, said.
“With everything from fantasy games, sports betting integrations, gaming-focused content and NBA games in VR, there will be no shortage of opportunities to get closer to the game.”
Yahoo Sports will also gain a presence at marquee events, and serve as the presenting partner of the NBA Pick’Em: Playoffs Bracket Challenge predictions contest. Yahoo will also be integrated into the NBA TV, NBA.com, the NBA App and other NBA Digital platforms.
In addition, the RYOT innovation studio, owned by Yahoo parent Verizon, will produce live NBA games in virtual reality allowing fans at home to watch matches through their Oculus devices.
“Working with the NBA to redefine the fan’s experience of the game has amazing implications for the future of sports and entertainment,” Guru Gowrappan, chief executive of Yahoo Sports owner Verizon Media, said.
Meanwhile, Olympic Entertainment Group (OEG) has agreed a deal for its OlyBet brand to become the official betting partner of the NBA in the Baltics and Slovakia.
The multi-year partnership will be promoted in more than 100 casino and retail locations in the region, as well as on OlyBet and NBA social and digital assets.
OEG will also become the presenting partner of the NBA’s free-to-play gaming platform, NBA Pick’Em, which will be localised for the region.
In addition, OEG will use official NBA branding across its land-based and digital sports betting offerings throughout the region, while OEG and the NBA will work together on best-in-class practices to protect the integrity of NBA games.
“The timing of our partnership is ideal, given the unique opportunity in which NBA games will be live in European primetime every day during the seeding stage of the season restart,” NBA senior vice president and head of fantasy and gaming Scott Kaufman-Ross commented.
“Our partnership will give OlyBet the tools to create the most authentic NBA betting experience in the region, providing another way for fans to engage with the NBA.”