PointsBet has announced it will be the official sports-betting partner of the Detroit Pistons.
It has also added former Pistons NBA champion and three-time NBA All-Star Rip Hamilton as a brand ambassador.
The moves come ahead of the launch of the Michigan regulated market, now thought to have been delayed until February.
PointsBet will have full usage of Detroit Pistons intellectual property, trademarks and logos.
It will also be able to make use of brand visibility across digital and social media assets.
PointsBet also acquired rights to limited in-game, broadcast-visible digital signage opportunities.
Michigan launch imminent
Regulated sports betting is set to go live this month in Michigan.
However, rumous yesterday suggested the launch has been delayed until at least February.
Efforts were made to have the regulatory process fast-tracked to before the end of 2020.
Legislators waived the usual waiting period of 15 session days to approve the final regulations in early December.
However, operators and platform providers still had to submit approval letters from independent testing laboratories, thus pushing back the go live date to this month.
With physical casinos forced to close across the state due to the pandemic there was broad consensus that regulated online betting channels needed to be launched as soon as possible.
Rip Hamilton helped lead the Pistons to six straight Eastern Conference Finals appearances.
He also led back-to-back NBA Finals appearances and the 2004 NBA title.
He will serve as the face of PointsBet’s Detroit and Michigan-based sports-betting products.
Johnny Aitken, PointsBet USA CEO, said the comapny was proud ti increase its investment in Michigan.
“Michigan is a fantastic sports state.
“We look forward to the opportunity to soon serve Michigan sports-bettors on a personalized platform with unrivaled speed and ease of use.”
As and when Michigan launches it will shoot into the top 10 of gaming friendly states as measured by the Wedge Index. It is currently tied 14th.
Iowa app launch
PointsBet also went live with its mobile betting app in Iowa.
The group has been active in Iowa since August 2019 in partnership with the Catfish Bend Casino.
The app launch follows Iowa allowing remote registration from 1 January.
Bettors will no longer have to be on casino premises to open accounts and bet online.
Johnny Aitken added: “We are tremendously excited for what is effectively a second launch of Iowa sports betting with remote registration now in play.