The partnership marks the first of its kind for the sports league and is set to reach millions in France through FDJ’s channels.
France.- The National Basketball Association (NBA) and Française des Jeux (FDJ) have announced a new multiyear partnership that will make FDJ the first official gaming partner of the NBA in France and the league’s first in this category in Europe.
FDJ is currently the operator of France’s national lottery and is set to promote the NBA in more than 27,000 retail locations in the country and on ParionsSport’s – FDJ’s gaming brand. The partnership will also be promoted in the NBA’s digital assets, including NBA.com, the NBA App and NBA France social media platforms, uniting millions of NBA fans and Française des Jeux customers across the country.
As part of the partnership, Française des Jeux will use official NBA data and branding across ParionsSport’s land-based and digital sports gaming offerings throughout France. Française des Jeux and the NBA will also partner on best-in-class practices to protect the integrity of NBA games, explains a statement from FDJ.
“We are excited to partner with Française des Jeux, the market leader in sports betting in France,” said NBA EME Vice President, Global Partnerships, Vandana Balachandar. “This collaboration will result in the best possible gaming and entertainment experience for consumers through the use of accurate, official, real-time NBA data, and demonstrates our collective efforts to maintain the integrity of our games.”
“Partnering with the NBA, the most prestigious basketball league in the world, will allow ParionsSport to get even closer to the action and offer a more refined gaming experience for gamers, enabling us to reach yet more fans,” said Head of Gaming Operations for FDJ, Richard Courtois. “Basketball is one of the most popular sports globally, and as a result of this partnership with the NBA, it will become even more popular and inspirational for our customers.”