TLDR The NBA named PrizePicks its official Daily Fantasy Sports partner in a multi-year deal giving the company rights to use league and team branding. PrizePicks previously paid nearly $15 million to settle with New York regulators for operating without a wagering license. European lottery operator Allwyn acquired a majority stake in PrizePicks in a deal valuing the company at up to $4.15 billion. Federal prosecutors charged 34 people in October 2025, including current and former NBA figures, in a betting and match-fixing scandal. The partnership raises questions about the NBA balancing commercial deals with its stated goal of tightening gambling-related integrity rules.
The NBA announced this week that PrizePicks is now the league’s official Daily Fantasy Sports partner. The multi-year agreement gives the Atlanta-based company the right to use NBA intellectual property in its DFS and free-to-play products.
PrizePicks also struck a separate deal with the National Basketball Players Association to use player images in promotional content. Financial terms of the partnership were not disclosed.
The company built its business around a pick’em format. Users select whether two to six players will finish above or below certain statistical thresholds in a given game.
Critics and state gambling regulators have argued that this format closely mirrors player prop parlays offered by licensed sportsbooks. That distinction has been a point of legal dispute across multiple states.
In February 2024, PrizePicks agreed to stop paid contests in New York. The company paid a settlement of nearly $15 million to the New York State Gaming Commission after regulators found it had been operating without a license since June 2019.
Several other states, including Florida, have also challenged or restricted similar DFS offerings. In California, Attorney General Rob Bonta issued an opinion that DFS amounts to sports betting and is illegal