The Philadelphia 76ers, of North American top-tier basketball’s NBA, have renewed their strategic partnership with BetMGM, the sports betting joint venture between MGM Resorts International and gambling firm Entain, in a multi-year extension.

The brand is now set to continue as an official sports betting partner of the Philadelphia team, while there will also be the addition of “BetMGM VIP fan experiences and watch parties, in market-odds boosts, and increased curtsied signage” at the team’s home Well Fargo Centre venue.

BetMGM signage will feature on the grandstand, video board, and courtside LED hoardings at the venue, while its content will also be present in the team’s social media platforms and email campaigns.

Throughout the ongoing 2023-24 campaign, BetMGM will “curate VIP fan amenities including curtsied access to pre-game shootarounds and luxury seating for games.”

Customers of BetMGM in New Jersey and Pennsylvania will also have exclusive access to a 50% live odds boost, during 76ers fixtures.

As well as this, the MGM Resorts Borgata Hotel Casino & Spa in Atlantic City will continue as an official away game host of the 76ers.

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Katie O’Reilly, chief revenue officer of the 76ers, has now said: “We're joining forces again with BetMGM to promote another opportunity for fans to embrace competition, just in time for the new season. We are thrilled to build on our continued success here in the Philadelphia market and offer our unique experiences for BetMGM customers and 76ers fans alike.”

The 76ers lost their last game by 118-117, against the Milwaukee Bucks.

Travis Lunn, Borgata Hotel Casino & Spa’s president and chief operating officer, added: “It will be great to welcome 76ers fans back to our BetMGM Sports Lounge this season. We're committed to offering guests an entertaining and responsible gaming experience."

Earlier this week, BetMGM expanded its partnership with sports technology company Sportradar to provide customers with official NBA optical tracking data.

Through the renewal, Sportradar will provide BetMGM access to “next-generation” products and services that leverage NBA optical tracking data, which is provided exclusively by Sportradar through its partnership with the top North American basketball league.

Elsewhere in the NBA, meanwhile, the Dallas Mavericks have renewed their commercial agreement with Bedgear, a bedding products firm, for 2023-24.

The tie-up during the ongoing campaign marks the seventh season of partnership.

All team members will continue to be equipped with Bedgear’s range of mattresses and pillows.

Jeremy Holscopple, the Mavericks’ director of athletic performance, has said: “The Dallas Mavericks, celebrated for our unwavering dedication to player well-being, are thrilled to continue our sponsorship with Bedgear in our pursuit of promoting a culture centered around restorative and personalized sleep experiences for our players.”

The Mavericks’ next game of the fledgling NBA campaign comes later today, against the Brooklyn Nets.