Credit:USA TODAY Sports/SIPA USA/PA Images

The NBA has added to its growing commercial portfolio following its latest deal with the Olympic Entertainment Group AS (OEG) which sees Olybet become the league’s official betting partner across Estonia, Latvia, Lithuania and Slovakia.

Under the terms of the agreement, OEG will be able to use official NBA branding across its land-based and digital sports betting offerings throughout the nations. Moreover, the partnership will be promoted across more than 100 casino and retail locations in the regions.

Scott Kaufman-Ross, Senior Vice President, Head of Fantasy & Gaming at NBA, commented: “We are thrilled to partner with OEG, a market leader in gaming resorts in the region. The timing of our partnership is ideal, given the unique opportunity in which NBA games will be live in European primetime every day during the seeding stage of the season restart.

“Our partnership will give OlyBet the tools to create the most authentic NBA betting experience in the region, providing another way for fans to engage with the NBA.”

The agreement will also be prevalent across OlyBet’s and the NBA’s social and digital assets. In addition, OEG will become the presenting partner of the NBA’s free-to-play gaming platform, NBA Pick’Em, which will be localised for the region.

“We are incredibly excited to partner with the NBA over the coming years. Lovers of basketball in our markets will now have more opportunities to engage with the NBA through live games and local events, social media and the best betting experiences in Europe,” stated Corey Plummer, Chairman and CEO, Olympic Entertainment Group.

“The limitless brand power of this partnership compels us to be more ambitious and more innovative than ever before and I look forward to bringing this future to our combined base of customers and fans.”

The NBA is back in full swing following its postponement due to the global health pandemic back in March. The competition has followed in the footsteps of other major leagues in the US, such as MLS, in resuming its operations under strict health and safety guidelines to mitigate the risk of spreading coronavirus.