NBA Loosens Sports Betting Sponsorship Rules

20 October 2026

The NBA is allowing teams to sell more integrated and pricier sports betting partnerships next season, as the league seeks to boost fan engagement post-COVID on the back of betting's revenue potential.

Starting in 2023-24, teams can post sponsored betting lines in lounge and club areas, run themed betting nights on up to three game nights per team season, and sell one apron signage spot to a betting sponsor for local broadcast games, SportsBusiness Journal reports. But betting content will still be largely confined to less camera-visible areas.

The rule changes follow a multi-year approach by the NBA to grow its legally sanctioned relationships with sports betting operators. In 2018, the league brought in MGM Resorts International. Last year, it expanded those efforts to make DraftKings and FanDuel "official" sports betting partners.

What's New

Most of the NBA's new carve-outs for betting sponsors fall into the category of specialized game presentations and in-arena build-outs.

Teams can now run up to three betting-themed nights per season. As with any other activation, the content and promotion will have to receive league approval in advance. Teams can also put very local sponsorship badges up on the floor apron.

A new item for clubs and lounges is that they can post live odds from their betting sponsors, subject to human moderation. For high-profile broadcast games, this content moderation means the league has to be able to oversee it.

For broadcasters, the new rules also add sponsored giveaways from betting partners - which could create a minor sponsorship tier for the new allowed areas.

The NBA has been clear on the two big forbidden zones for sports betting sponsors: in-venue signage can't be visible on video boards on the court or directly outside gates and entrances, where the betting line is painted, so to speak, on fans' way into the building.

The Strategy Behind the Moves

The NBA has been leaning into casino-style gambling since legalization began roughly five years ago. But the moves have been incremental, aiming to add revenue without letting the betting overshadow the game.

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After the initial sports betting deals, the NBA allowed teams to sell a pair of merchandise partner slots to sportsbook operators - a step down from the top-tier sponsorships.

DraftKings and FanDuel quickly took those spots for most of the league. Most deals include a significant number of advertising spots in-game, but nothing more substantial.

This latest step suggests the NBA is considering mid-level corporate partnerships, where companies gain rights to configure certain spaces in specific ways.

How the Financing Works

When a team brings in a sportsbook partner for club areas, advantages aren't solely physical in nature. FanDuel gets prominent signage at Madison Square Garden, for example, but that's not the core of the deal.

Instead, FanDuel buys hospitality rights within the building with premium-level access. Teams then share revenue with the arena and content partners. The partnerships also add value by providing services to some of the sportsbook's players.

The changes allow gradual steps to deeper relationships. DraftKings, for example, has expanded its overall rights and gained permission to launch betting tips via NBA broadcast streams.

As leagues and products become more digital, the premium seems to be for the ability to use league trademarks more than physical presence. Sports betting companies are incorporating NBA-branded content into their platforms beyond basic advertising.

The industry evolves quickly. Open the NBA2K app and you'll see FanDuel and DraftKings sports betting spots alongside other major sponsors.