Global sportsbook operator PointsBet and its wholly-owned subsidiary PointsBet USA has effectively scored a buzzer-beating three pointer with their announcement Monday that they are set to become an Official Sports Gaming Partner of the NBA’s Indiana Pacers. The partnership builds on an already strong relationship PointsBet has with the NBA. In February the premier global sportsbook operator signed a multi-year deal to become the 11th Authorized Sports Betting Operator of the entire NBA – which was PointsBet’s first with a pro sports league.
PointsBet has been aggressive in its expansion in the US market lately. In July, they became the first betting provider to sign on with an MLB team when they announced a multi-year partnership deal with the Detroit Tigers. They now have a presence in some of the biggest markets in the US with platforms in New Jersey, Iowa, Indiana, and Colorado. PointsBet sportsbooks are also in the works for the Illinois and Michigan markets.
Like the rash of partnership deals that have dotted the legal betting landscape the last year or so, the betting provider which in this case is PointsBet gains an immense amount of exposure for its brand before, during and after Pacers games. It is that advertising potential that is the catalyst for most deals of this sort.
PointsBet signage will be displayed prominently throughout the Indiana Pacers’ home arena, Bankers Life Fieldhouse in downtown Indianapolis, giving the brand a visible presence for both television and in-person audiences. More importantly, PointsBet’s branding will be displayed along the out-of-bounds areas or “apron” between the baseline and team benches. It is the first time a sports betting operator’s logos and trademarks will be visible in that space.
As is pretty standard with partnerships like this, PointsBet will have a presence on all Pacers’ digital and media platforms.
Partnering With Indiana Royalty
Scoring a deal with the Pacers in basketball-crazed Indiana is definitely a win for PointsBet. Hoops are king in the state and the Pacers are royalty.
“Indiana represents a massive opportunity for PointsBet, and we will take a heavily localized approach to ensure we are delivering the best overall customer experience Indiana sports fans and bettors are seeking,” PointsBet USA CEO Johnny Aitken said in a news release. “We are very excited to bolster our presence within the Hoosier State and surrounding areas, as well as to Indiana Pacers fans around the globe via this unique partnership.”
What’s in It for the Pacers and Their Fans?
PointsBet will offer Pacers fans unique and attractive betting promotions and will advertise Indiana’s favorite team on their betting platform. Users of the PointsBet site also gain access to their revolutionary PointsBetting product, which rewards players exponentially the more correct their wagers are.
Off the bat, PointsBet will extend new PointsBet Indiana clients with a special sign-up offer – $100 in free bets when the new client signs in, enters code “PACERS” and deposits and bets $20 on the PointsBet’s digital platform. Further commitment to other special offers down the road has been assured clients of PointsBet and Pacers fans.
A Real Win for Both Companies
Rick Fuson, Pacers Sports & Entertainment president, and COO may have said it best when he mused that, “This corporate partnership with PointsBet represents a real win for both companies”.
Although the NBA bubble has put a limit on PointsBet’s ability to advertise during current Pacers broadcasts, the betting provider did well to secure a partnership deal with such a popular team in a hoops-crazed market. If exposure in the Indiana markets is what they were after, they officially got it, in spades by aligning with the Pacers.