The NBA was among the first of North America’s professional sports leagues to really embrace sports betting. With the launch of NBABet, a new initiative that debuted before the playoffs began, the league proved it is not about to let that embrace go anytime soon.
Last season, during the playoffs, the league dabbled with producing some sports betting-centric material. But this season, they took things a step further and produced a show centered around betting and the NBA.
Prior to the opening games of the 2021 playoffs, the league broadcast on NBA TV a show called “NBABet presented by BetMGM.” The show’s focus was on betting analysis related to the action ahead and the most up-to-date odds.
While the show is going to get the most attention, the league is doing so much more. Sections will be added to NBA.com and the NBA app featuring sports betting content from the league’s media partners (Turner Sports, Bleacher Report, Yahoo Sports, and Action Network).
The Action Network will also be operating the @NBABet Twitter account, where they will post video clips, highlights, and betting analysis.
We've got a split in the betting markets for Suns-Clippers Game 2 tonight @actionnetworkHQ ? pic.twitter.com/nUwE1Ky45a
— NBABet (@nbabet) June 22, 2021
Scott Kaufman-Ross, the NBA’s senior vice president, head of fantasy and gaming, had this to say about the league’s new initiative:
“We’ve said consistently that sports betting should be an opt-in experience. The creation of the NBA Bet platform gives us the ability to serve the fan in this way. By creating NBA Bet, we’re able to create an environment where we can serve betting content to the fans that want it, while not pushing it on the fans that aren’t interested.”
By taking control of how betting-related content is presented to fans, the league hopes to give the fans interested in it something they want while not alienating those who are not interested — like the NBA and other leagues did with daily fantasy sports a few years ago. With the partnerships the league has established, the NBA aims to provide quality content to those who want it.
There is some risk with getting as involved with sports betting as the NBA is, and the NBA is not hiding from it. Along with commenting on the initiative, Kaufman-Ross talked about how the league must stay ahead of any and all integrity issues while also educating fans about responsible gambling.
The new show will not be the first time the league has gotten involved with sports betting content. Last season, during the playoffs, the league broadcast nine games with an alternate telecast on NBA TV and through the NBA app, focusing on expert betting analysis.
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