When the NBA on Prime Video debuts later this month, it will include a sports betting component. The specifics are now clearer as FanDuel announced a partnership with Amazon to become the official odds provider and partner of the NBA and WNBA on Prime. This partnership begins on Friday, October 24, when the Boston Celtics visit the New York Knicks (7:30 p.m. ET) and the Los Angeles Lakers host the Minnesota Timberwolves (10 p.m. ET). This is the inaugural season for the NBA on Prime Video.
Fans who opt in to NBA on Prime’s new bet tracking and Odds View features will experience compelling narratives surrounding the game’s biggest moments with FanDuel’s unique insights. As a premier sponsor of the NBA on Prime Video, FanDuel will provide dynamic betting content during NBA action accessed via Prime Video.
“Our partnership as the official odds provider for the 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. “By integrating custom content into Prime Video’s NBA broadcasts, we will enhance the fan viewing experience and connect with new audiences.”
Former NBA player Blake Griffin, who is an analyst for NBA on Prime, is also serving as an ambassador for FanDuel’s NBA offering. He will be featured across FanDuel creative campaigns, on-air integrations, social media, and live events.
The Prime Sports personalized bet tracking experience will present a dynamic, real-time integration of betting information during live game action. By linking a Prime Video profile to a FanDuel account, basketball fans will see their active NBA bets displayed and updated on the screen. Bettors will be able to view relevant progress and won/lost status, as well.
This means if someone bets a three-leg parlay for that night’s Celtics vs. Knicks game, they will be able to monitor it live. However, the bet tracking feature does not offer the ability to wager directly on Prime Video.
Additionally, the immersive Odds View experience will be available on supported devices. It will present a rotating feed of live odds, lines, and probabilities associated with popular bets, including:
“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,” Danielle Carney, Head of U.S. Video and Live Sports Sales, Amazon Ads, said. “By prioritizing innovation and storytelling we can create unique opportunities for brands to connect with their audiences that are more meaningful.”
Bettors familiar with the FanDuel Sportsbook app are well aware that there are several Responsible Gaming tools included in the platform. In September, FanDuel named Kevin Whyte as its Responsible Gaming strategic advisor.
The press release highlights how Responsible Gaming is a core principle of bet tracking and Odds View experience for FanDuel and Prime Video. The bet tracking feature is optional and can be disabled in the Prime Video mobile app settings. Additionally, has developed comprehensive tools to help customers set appropriate limits and engage safely when using the FanDuel Sportsbook platform.
This season will be the first of many more seasons of the NBA on Prime. It’s part of an 11-year $76 billion deal the NBA announced last fall. NBC/Peacock along with ABC/ESPN are the other broadcast networks that are part of the nationally televised rights deal.
