North America’s National Basketball Association (NBA) has announced a new multi-year partnership with US-based fantasy sports operator, PrizePicks, which becomes the league's official daily fantasy sports partner.
Through the league partnership, PrizePicks will integrate NBA intellectual property across its daily fantasy and free-to-play products and marketing initiatives.
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This includes the use of NBA league, collective NBA team, and NBA event marks across approved digital platforms, including the PrizePicks app and website.
The partnership was facilitated by Klutch Sports Group’s brand consulting and sports and brand insights divisions.
In addition, the NBA and PrizePicks will collaborate on fan engagement initiatives through experiences and content.
The tie-up also enables PrizePicks to execute promotional campaigns and participate in co-marketing efforts across NBA digital and media platforms. Additionally, the National Basketball Players Association (NBPA) will grant PrizePicks the ability to use images of multiple NBA players across its marketing, content, and promotional initiatives.
Mike Ybarra, CEO at PrizePicks, said: “This partnership with the NBA marks an important milestone for PrizePicks as we continue to grow alongside one of the most iconic leagues in sports.
“Basketball has always been at the heart of our brand, and this collaboration reflects our deep roots in the game. Our focus has always been on delivering fun and responsible experiences, and working with the NBA allows us to bring that commitment to fans through innovative integrations that enhance how they engage with the game.”
Eric Rimsky, NBA head of domestic fantasy, added: “PrizePicks has established itself as a leader in daily fantasy sports through innovation and a strong focus on the fan.
“We’re excited to collaborate with PrizePicks to enhance the NBA fan experience by combining the league’s unmatched moments with PrizePicks’ interactive innovation, creating new and engaging ways for fans to connect with the game.”
Last year, Allwyn, the multi-national lottery giant, acquired a majority stake in PrizePicks in a deal that valued the platform at $2.5 billion.
Allwyn secured a 62.3% stake for an expected initial cash consideration of $1.5 billion. However, if PrizePicks hits certain performance metrics over the next three years, additional cash consideration under the agreement could push the platform’s value to a maximum of $4.15 billion.
Founded in 2015 by gaming entrepreneurs Adam Wexler and Jay Deuskar, PrizePicks has grown into what it claims is the largest daily fantasy sports operator in North America, with its offering available in 45 states.
In terms of recent commercial activity, the NBA announced a new global partnership with beverage giant Coca-Cola last month that will see its Sprite brand return as the league’s official soft drink.
Meanwhile, Procter & Gamble, the international household products giant, has expanded its relationship with the women’s WNBA through a new multi-year, multi-brand partnership.
The latest deal builds on P&G brand Mielle’s multi-year partnership with the WNBA – launched in July 2023 as the league’s first official textured hair care partner – and will see P&G expand its presence across its broader portfolio.
Secret, the antiperspirant brand, and skincare brand Olay were the first P&G brands to activate under the new partnership. Their entrance into women’s basketball launched with a product created in collaboration with WNBA stars A’ja Wilson (Las Vegas Aces) and Paige Bueckers (Dallas Wings).
As the official period care sponsor of the WNBA, Tampax will be the next brand to activate on the league’s platforms, beginning with the 2026 WNBA Draft taking place on April 13.
Additional P&G brands – including Downy, Gillette Venus, Olay, and Tide – will introduce activations throughout the season. P&G will also collaborate with the WNBA to exchange brand equity across marketing, retail, and digital.
The 2026 WNBA season will begin on May 8 after the league recently announced the terms of its preliminary collective bargaining agreement (CBA) with the WNBPA labor union, ending a potential lockout of the campaign.
