January 5, 2021

NBA and La Française Des Jeux renews partnership – striving betting growth

NBA and La Française Des Jeux renews partnership – striving betting growth

French gaming group La Française des Jeux (FDJ), aims to continue its basketball betting growth via ParionsSport brand after renewing its partnership with the National Basketball Association (NBA).

The initial deal was signed in 2018 and FDJ said that it would strengthen ParionSport’s position as a ‘benchmark operator in France’ and includes a partnership for the next NBA games in France. ParionsSport has seen an increase in NBA betting by more than 40% since 2019 and with the 2020-21 basketball season began recently.

The exclusive partnership will be promoted in ParionsSport and more than 27,000 retail areas in France, as well as FDJ’s gaming brand. It will further gain exposure through NBA’s digital assets such as the NBA App, NBA.com, and NBA France social media platforms.

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.”

The FDJ said continuing its partnership with the NBA was essential to its plans to expand sports betting offering both online and offline. Sports betting is a growing market, accounting for 21% of the group’s 2019 stakes.

NBA’s senior director for international fantasy and gaming, Kuljeet Sindhar, 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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