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    NBA and MGM Resorts

    New data and branding partnership between NBA and MGM Resorts International

    Published 07/08-2018

    The National Basketball Association (NBA) and the major American casino company MGM Resorts International have recently signed a partnership deal to complement the company’s joint venture agreement with GVC Holdings, the UK’s online sportsbetting company.

    Non-exclusive deal

    MGM Results International, based in Las Vegas, released a statement on Tuesday stating that it would have non-exclusive access to the NBA’s branding and official data, which would be used in its casinos and online offerings in the USA.

    “Best-in-class practice”

    MGM Resorts International went on to state that the agreement will include similar data from the Women’s National Basketball Association (WNBA), and that the two entities will work together to ensure that the sport’s integrity is not compromised by employing “best-in-class practices,” including real-time sharing of anonymized data.

    NBA promoting MGM

    The NBA and MGM launched their new deal in New York, with the NBA’s Commissioner, Adam Silver, being joined by Jim Murren, chairman and CEO of MGM Resorts International. MGM brands will enjoy additional promotion through NBA.com, NBA TV, the NBA app, and the league’s social media accounts.

    Unique deal

    MGM Resorts International stated that this unique partnership involves promoting the NBA and WNBA via the company's sportsbetting offerings and that the pair will be collaborating to produce integrated content for the NBA's online presence that will include a series of unique digital content.

    Share prices rise

    MGM Resorts International, listed on the New York Stock Exchange, has more than 25 casinos across the world, including MGM Macau, Bellagio Las Vegas, Casino Biloxi, Beau Rivage Resort, Borgato Hotel Casino and Spa, and Casino Biloxi. CNBC disclosed that MGM’s share price rose by 2% on the back of the announcement of the NBA partnership.

    Revolution in sportsbetting

    In a press release, Murren stated that the unprecedented new partnership will let MGM and the NBA "revolutionize sportsbetting in the USA", allowing fans of both endeavors to discover the other's operations. He went on to say "Integrating the NBA's assets and having official NBA data showcased across the MGM Resorts [International] platforms will provide us with a distinct advantage and instill more confidence in knowing that our data is directly from the NBA."

    Market rapidly evolving

    On behalf of the NBA, Silver stated that MGM Resorts International was “a proven gaming leader” and added that the new deal has been signed at a time when sportsbetting in the USA “continues to evolve at a rapid pace.” He stressed: “Our collaboration will result in the best possible gaming and entertainment experience for through the use of accurate [and] real-time NBA and WNBA data and our collective efforts to maintain and enhance the integrity of our games.”

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