NBA and FDJ Sign Multiyear Partnership Extension, Target Growth in France

The NBA has extended its partnership deal with FDJ to continue providing its brand and official data to sports betting platform ParionsSport.

NBA to Provide French Fans with Unique Experiences

The National Basketball Association (NBA) and French gaming operator La Française des Jeux (FDJ) have signed a multiyear extension of their partnership. ParionsSport, FDJ’s flagship sports betting platform, will keep using the NBA brand and official betting data for its digital and retail wagering offerings.

French bettors will have access to select bonuses and unique experiences, as well as NBA games in the US, and the league’s merch and products via the lottery and sports betting operator’s platforms. NBA fans will be able to choose from more than 100 betting options per game.

The partnership will be advertised digitally across ParionsSport and the NBA’s channels, including their official websites, apps, and social media accounts, and in about 27,000 locations where FDJ’s products are available in France.

First-Ever NBA Paris Game 2020

Both groups will continue working together on the free-to-play game “NBA Pick‘Em Weekly 6 presented by ParionsSport”. Each week, French NBA fans can predict the outcome of six NBA games during the regular season, and get the chance to win prizes.

Future NBA games will take place in the country with the extended support of ParionsSport. The FDJ brand is an associate partner for the NBA Paris Game 2020, the US league’s first regular-season basketball event in France, and presented by beIN SPORTS.

Key Partnership to ParionsSport Growth

Initially signed in 2018, the agreement will strengthen ParionsSport’s position as France’s top operator, FDJ declared. The betting site reported a 40% increase in bets placed on the NBA since last year. As the 2020-2021 basketball season kicked off yesterday, FDJ could see this number rise over the next months.

“The league is looking forward to uniting millions of NBA fans and FDJ customers across France, providing another touchpoint for those fans who choose to engage with the NBA through betting,” Kuljeet Sindhar, Senior Director International Fantasy & Gaming at the NBA, said in a statement.

According to FDJ Head of sports betting Richard Courtois, the company’s portfolio “will gain even more visibility”, adding that “this partnership will be key to the growth of the ParionsSport brand over the next few years”. In 2019, sports betting represented 21% of the Paris-based operator’s total stakes.