The National Basketball Association has added sports betting operator William Hill to its list of partners.

As part of the deal, the operator will be granted access to official NBA betting data as well as league marks across its mobile platforms and in its US sportsbooks.

Dan Shapiro, Vice President of Strategy & Business Development of William Hill US commented on the partnership: “We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalised wagering on NBA events. The NBA has been a leader in recognising 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.”

Integrity will be placed at the forefront of the collaboration, addressing the issue of potential match-fixing, although there appears to be just a commitment at this point rather than any actual detail as to how to protect both parties.

The companies stated: “Throughout the partnership, William Hill and the NBA will collaborate on best-in-class practices to protect the integrity of NBA games.

The bookmaker is due to be promoted across the NBA’s digital assets including, the NBA app, and the NBA’s social media platforms, further boosting its exposure across the US market.

“William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market,” said Scott Kaufman-Ross, Senior Vice President, Head of Fantasy & Gaming, NBA.

“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.”

Sponsorship are likely to play an imperative role in William Hill’s US growth as the company seeks to capitalise on US markets’ undeniable passion for sports engagement. The operator agreed a similar deal to become an official partner of the NHL back in March.

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