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NBA drafts William Hill as sports betting partner

National Basketball Association (NBA) announced a new partnership deal with sports bookmaker William Hill, making the England-based firm an authorized sports betting operator of the league in the United States.

As part of the agreement, William Hill will have the right to use official NBA betting data and league marks across its mobile platforms and in its sportsbooks throughout the United States. Additionally, William Hill will be promoted across the NBA’s digital assets including NBA.com, the NBA app, and the NBA’s social media platforms. Both sides will also collaborate on best-in-class practices to protect the integrity of NBA games.

“We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events. The NBA has been a leader in recognizing the benefits of a legal sports betting market. We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams,” said Dan Shapiro, Vice President of Strategy & Business Development of William Hill US.

Following the U.S. Supreme Court’s decision that overturned Professional and Amateur Sports Protection Act (PASPA) in 2018, William Hill has led United States expansion of sports betting and now has operations in 10 states. The company struck a similar deal last March with the National Hockey League for an official sports betting partnership.

“William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market. We are delighted to partner with William Hill as they grow their business throughout the U.S. and are excited to work together to provide a world-class experience to our fans,” added Scott Kaufman-Ross, Senior Vice President for Head of Fantasy & Gaming at NBA.

The NBA recently has announced that teams must submit starting lineups 30 minutes before tipoffs instead of merely 10, a move that will allow bettors and bookmakers more time to analyze the information.

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