Diversified gambling entertainment group, Tabcorp Holdings Limited (ASX:TAH), and the National Basketball Association (NBA) have entered into a partnership that will bring the league’s official broadcast network, NBA TV, to the Australian company’s and satellite television channel, Sky Channel.

The multi-year media partnership will deliver the league’s network to more than 4,400 TAB entertainment and retail venues across Oceana’s largest country. Over 120 countries and territories around the world have access to NBA TV.

“Our goal is to support the growing appetite in Australia for the NBA.”

Official partner:

While Canada’s Stars Group (TSGI.TO) majority-owned bookmaker, BetEasy, became the first official betting partner of the North American men’s professional basketball league in March this year, Tabcorp will operate as an authorized sports betting partner in Australia and use the league’s marks within its platform.

Additionally, the two entities will also work together on best-in-class practices to protect the integrity of all the league’s games.

Broadcasting commitment:

Under the terms of the deal, Sky Channel will throughout the year feature the league’s 24-hour TV network’s programming lineup, including live NBA games, original content and highlights. Additionally, NBA content and experiences will be produced by Tabcorp for league fans within its venues.

Commenting on the recent tie-up in an official press release, Adam Rytenskild, Tabcorp Managing Director – Wagering & Media, said…

“Our goal is to support the growing appetite in Australia for the NBA, which currently features the strongest contingent of Australian players we have ever seen. The NBA is popular with our customers, and we are proud to establish this partnership to bring fans of the competition a wide range of action in pubs, clubs and TABs. This creates an expanded sports offering, gives fans and our venue partners more value, and complements Sky’s unrivalled coverage of Australian and international racing.”

For its part, Executive Vice President, Managing Director for NBA Asia, Scott Levy, said…

“Tabcorp’s extensive retail network will bring NBA TV to millions of fans throughout Australia. We also look forward to working with Tabcorp on integrity monitoring in their new role as an authorized sports betting operator.”

NFL tie-up:

In a similar arrangement, late last month, Australia’s leading diversified gambling entertainment group agreed a new wagering partnership with the National Football League (NFL). The multi-year agreement making the company the NFL’s Official Wagering Partner Down Under.

Earlier this month, William Hill U.S. joined The Stars Group, FanDuel and MGM Resorts, in becoming the fourth sportsbook operator to ink a betting partnership with the professional basketball league.