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FDJ targets betting growth with NBA deal extension

| By Richard Mulligan
French gaming group La Française des Jeux (FDJ) is targeting growth in basketball betting via its ParionsSport brand after renewing its partnership with the National Basketball Association (NBA).
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FDJ said the extended deal, which was initiated in 2018, will strengthen ParionsSport’s position as a benchmark operator in France and includes a partnership for the next NBA games in France. ParionsSport has seen stakes on the NBA increase by more than 40% since 2019, with the 2020-21 basketball season to begin today (Tuesday).

The betting brand will benefit from the exclusive image rights of the North American league in its category as well as those of its franchises. ParionsSport will benefit from enhanced visibility on the digital platforms and social networks of the NBA in France.

Richard Courtois, FDJ’s director of sports betting, said: “We are particularly proud to continue this partnership alongside the NBA, the iconic world basketball league, known to all. The NBA is the epitome of basketball, the highest level of the discipline.

“Our sports betting offer will gain even more visibility and our bettors, like NBA fans, will be able to enjoy unique experiences. This partnership will be a strong driver of development for our ParionsSport brand over the next few years.”

FDJ said the continuation of the partnership with the NBA is central to its plan of building its sports betting offering both online and offline. Sports betting is a growing market and represented 21% of the group’s stakes in 2019.

Kuljeet Sindhar, the NBA’s senior director international fantasy and gaming, said: “We are delighted to renew and extend our partnership with FDJ, a benchmark and leader in the sports betting sector in France.

“With the start of the 2020-2021 NBA season on December 22, we’re bringing together millions of NBA fans and FDJ customers across France, offering them another way to indulge their passion.”

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