01/05/2012 : NBA EXTENDS LICENCING PARTNERSHIP WITH MDI
NBA-team branded instant win games have proven popular
Scientific Games subsidiary MDI Entertainment has extended it licensing partnership with the National Basketball Association (NBA) for a further six years, and will continue to offer American lotteries NBA-team-branded instant win games, it announced this week.
The NBA was the first professional sport league to enter into the lottery market followed by Major League Baseball, National Hockey League, Major League Soccer, Ultimate Fighting Championship and NASCAR.
NBA branded tickets carry a retail value of over $300 million since launch in 2002 with 25 different NBA games carried by 19 lotteries in the United States.
“There is an enormous demand for the NBA, and we are pleased to be able to offer a great assortment of NBA merchandise packages and licensed games featuring the team logos and player images for fans nationwide,” said Steve Saferin, president, properties group and chief creative officer for Scientific Games.
Rob Millman, Senior Vice President, Business Development for the NBA’s Global Merchandising Group, added: “MDI has been a valued partner of the NBA for ten years. We look forward to an extension of our relationship as we mutually explore additional opportunities to expand the category.”