- PointsBet has been named an Authorized Gaming Operator of the WNBA.
- It is PointsBet’s first partnership deal with a women’s professional sports league.
- BetMGM and FanDuel are also WNBA Authorized Gaming Operators.
Every company operating within the nascent US sports betting ecosystem has their own unique strategic approach to marketing and promotion. PointsBet has been very successful forging partnerships with sports and media entities. The US subsidiary of a long running Australian sportsbook is based in Denver, Colorado–arguably the most vibrant of all American sports betting jurisdictions. They’ve forged equity deals with the National Hockey League and the NBC television network. They’re also an Authorized Gaming Operator of the NBA and operate as a partner with a number of teams, leagues and events throughout the US.
They’ve now added the NBA’s distaff league to their portfolio. Late last week, PointsBet announced a partnership with the WNBA where they will become an Authorized Gaming Operator for the top US women’s professional basketball league. Here’s the lede from the press release sent by PointsBet announcing the partnership:
PointsBet, a top-tier global sportsbook operator, and the Women’s National Basketball Association (WNBA) today announced a new partnership making PointsBet an Authorized Gaming Operator of the WNBA. The relationship adds to PointsBet’s impressive list of partners in the U.S., including the National Basketball Association (NBA), and notably represents the company’s first deal with a women’s professional sports league.
PointsBet becomes the third Authorized Gaming Operator of the WNBA joining BetMGM and FanDuel:
Johnny Aitken, CEO of PointsBet USA, is one of the masters of the press release quote:
“We are thrilled to align with the WNBA and bring the world-class PointsBet experience to one of the most digitally-engaged fan bases on earth. The WNBA has done a phenomenal job with growing fan engagement, and PointsBet is excited to be a piece of that puzzle moving forward. In owning and operating our technology from end to end, PointsBet can innovate our product and personalize our offerings according to fan interest and needs – WNBA supporters will appreciate this competitive advantage, as well as our app’s market-leading speed and ease of use.”
The press release offered these details about what the ‘Authorized Gaming Operator’ status entails:
As part of the partnership, PointsBet will integrate the WNBA into their betting platforms and receive WNBA sponsorship and brand visibility opportunities. This partnership is another bold move for the WNBA, a league looking to grow in the sports betting landscape, by bringing on operators who are looking to support the best women’s basketball in the world while also growing the game using their wide audience reach.
WNBA Commissioner Cathy Engelbert gave the press release quote for the league:
“Innovating at the WNBA and enhancing the fan experience starts with recognizing how our fans want to interact with the players, teams, and the league, and PointsBet will enhance a second screen experience that digitally-engaged fans are looking for. We’re excited to partner with PointsBet to continue expanding in the sports betting space and look forward to the innovative ideas they will bring to our game.”
WNBA basketball has always had a surprisingly strong sports betting presence. When I was living in Las Vegas, I was amazed at the number of ‘sharp’ players who not only bet WNBA hoops but specialized in them to some extent. My partner on the nightly sports handicapping show I did on KLAV AM–Las Vegas radio icon John Kelly–was a very devoted handicapper of WNBA hoops. For some reason, I never got a good feel for the sport which is odd since I’ve always done well at semi-obscure sports leagues like the CFL and Arena Football.
PointsBet is now live in six states and you can probably guess five of them: Colorado, Indiana, Iowa, Michigan, and New Jersey along with the absurdly taxed but ‘too big to fail’ state of Illinois.
