Sports betting platform PointsBet is revving up for a planned launch of athletic wagering in Michigan. The firm has now become the official sports betting partner of The Great Lakes State’s NBA franchise- Detroit Pistons.

New commercial deal with Pistons

With the new commercial deal in place, PointsBet will get access to various intellectual property assets of the Pistons, including their logos. This will help boost the platform’s brand exposure and visibility in the state. The partners are expected to work together on digital and social channels. The Piston.com dedicated mobile app and its social media platforms are expected to feature tailored content apart from broadcasts and digital signage including PointsBet branding.

Former Pistons ace Rip Hamilton will join PointsBet as its brand ambassador and promote its products in Michigan. Johnny Aitken, the US chief executive of PointsBet said that Michigan is a “fantastic sports state” and the company was happy to bring Hamilton onboard as its ambassador.

Cementing a position in Michigan

PointsBet was one of the early participants for a sports betting license in Michigan and is expected to launch its offering in the state this week. So far, 15 companies have obtained a license to offer athletic wagering in the state. The company is also working to bring strategic partnerships with other sporting franchises. It has also become the official sports betting partner with MLB franchise Detroit Tigers.

PointsBet already has a good presence in the US. It has partnered with several sports franchises in the US, including Colorado Buffaloes and Indianapolis Colts.

PointsBet, William Hill, and other sports betting platforms are fighting it out for dominance in the growing American market. Several firms from across the Atlantic are coming in to gain exposure to legalized gambling markets in US states. On the other hand, firms like FanDuel and DraftKings are also solidifying their position by gaining licenses in different states.