When it comes to the NBA and WNBA, the odds are in Amazon’s favor.
Today, Amazon announced that gaming company FanDuel is its first major sponsor for NBA and WNBA coverage on Prime Video, becoming the official odds provider and an official partner in a multi-year deal.
According to Amazon, the deal will enhance the viewing experience, with new bet tracking and Odds View features available for those who opt in. FanDuel will also provide dynamic betting content during coverage, and viewers will be able to see their bets displayed and updated on the screen.
“Our partnership as the official odds provider for NBA and WNBA on Prime Video represents a significant milestone in how we connect with basketball fans,” Mike Raffensperger, president of sports at FanDuel, said in a statement. “By integrating custom content into Prime Video’s NBA broadcasts, we will enhance the fan viewing experience and connect with new audiences.”
Blake Griffin, who’s serving as an analyst for NBA on Prime, will also become an ambassador for FanDuel’s NBA offering. The former NBA star will appear in FanDuel’s creative campaigns, on-air integrations, social media, and at live events.
“It’s important to partner with brands that are invested in enhancing the fan experience. We’re helping to transform how brands reach highly engaged consumers,” said Danielle Carney, head of U.S. video and live sports sales, Amazon Ads. “By prioritizing innovation and storytelling, we can create unique opportunities for brands to connect with their audiences that are more meaningful.”
In addition to FanDuel, Amazon previously told ADWEEK it’s providing unique ways for sponsors to be involved in coverage, utilizing its own studio to house NBA programming, including new presenting sponsors and creative integrations for brands.
According to Amazon, the studio will offer opportunities such as premium in-studio brand placement, virtual executions, in-game placements, and presenting sponsorships of highlights and replays.
“We launched our packages into the NBA, so you’ll see a pregame, a postgame—probably an extended postgame—is where we’re landing on that,” Carney told ADWEEK earlier this year.
The company is also bringing advertisers opportunities through its upcoming NBA Black Friday game, which will have an NFL lead-in.
