The National Basketball Association (NBA) will debut its NBABet Stream service in Australia via an agreement with TAB, marking the product’s launch outside the US.

As a result of the deal, the NBA and TAB – a subsidiary of the ASX-registered Tabcorp enterprise – collaborate on production of a localised Australian version of the betting focused alternate telecast.

The agreement builds on a pre-existing partnership between the NBA and TAB’s parent company Tabcorp in 2019, which saw the firm introduce the 24-hour television network NBA TV to its Sky Channel across retail and entertainment venues throughout Australia.

By expanding their relationship, the duo aim to ‘build on synergies between media and betting’ to create the ‘ultimate NBA fan experience’, encompassing betting, live games and NBA touchpoints at 4,400 different venues.

The NBA has signed a multitude of sports betting related partnerships over the past year, linking with Super Group-owned brand Betway in March of this year, and launching a wagering focused broadcast on ESPN the following month.

“Fan engagement is the core of our partnership with TAB, a proven leader and innovator in the wagering space,” said NBA Asia Executive Vice President & Managing Director, Scott Levy.

“This NBA season is primed to be yet another thrilling basketball showcase, and together with TAB, we will deliver the best possible gaming experience to deepen our engagement with the many passionate NBA fans in Australia who are interested in gaming.”

Additionally, TAB will gain marketing opportunities across the NBA’s digital platforms, including and the league’s app, Facebook and Twitter accounts, whilst also serving as the presenting partner of a localised version of the NBA’s free-to-play prediction game, NBA Pick’Em.

For Tabcorp, the agreement also represents the company’s second deal with a North American element this year, following on from Sky Racing World’s contract with 1/ST TECHNOLOGY, leveraging the firm’s AmTote International product.

“The NBA is one of the world’s great sporting organizations,” remarked Tabcorp Wagering & Media Managing Director, Adam Rytenskild. “The popularity of the NBA in Australia continues to grow, particularly amongst younger audiences.  

“We have a strong focus on Racing and this partnership strengthens TAB’s sport offering which will enable us to introduce new customers to wagering and to Racing. We look forward to working with the team at the NBA to provide our customers with a unique offering through outstanding products, promotions and content.”

Previous articleFormula E establishes first blockchain title sponsorship with Avalanche
Next articleUAE to host FIFA World Cup in 2022