The NBA, concerned with integrity after a US Supreme Court ruling that could allow sport gambling in every state, announced Tuesday a partnership with sports betting operator MGM Resorts International.
"As the landscape for sports betting in the USA continues to evolve at a rapid pace, MGM Resorts is a proven gaming leader for us to work with on this groundbreaking partnership", commissioner Adam Silver said in a statement.
The league in return will promote MGM Resorts on its social media platforms and digital assets, including NBA TV, NBA.com, and the NBA App.
And when his idea of an "integrity fee" paid to the leagues out of sports betting revenue failed to gain traction in the early adopting states, Silver pivoted to find another way to get a piece of what figures to be a huge revenue stream.
With the Supreme Court decision in May opening the door for legalized sports betting across the country, though, all bets are off.
MGM and other casino operators are moving aggressively to be able to capitalize on the US sports betting market, which is expanding after the Supreme Court ruled in May that states could take sports bets if they wanted. It has sponsored the last two years of the NBA Summer League, and it owns the WNBA's Las Vegas Aces, who play at MGM Resorts' Mandalay Bay Events Center. The intellectual property includes signage and other materials identifying MGM as the official betting home for the National Basketball Association.
According to Murren, pairing MGM's expertise in key United States markets with GVC's formidable brand will create a historic partnership that could easily become a leader in sports technology, market access, and betting brands.
What the deal doesn't do, however, is prevent people from betting on games anywhere but MGM properties.
It appears MGM Resorts International and its Borgata Hotel Casino & Spa is poised to launch New Jersey's first online and mobile sportsbook.
What states are offering legal sports betting now? The company also announced its intentions to acquire Empire City Casino in Yonkers, New York, back in May - further expanding its empire to some of the nation's biggest sports markets.
The joint venture with the United Kingdom-based owner of Ladbrokes, GVC Holdings, will lead to the creation of a sports betting and online gambling platform in the USA with a mobile app and website featuring odds and highlights.