The National Basketball Association is reportedly talking with European online gambling companies about a potential marketing tie-up.

On Tuesday, BleacherReport.com reported that its sources were saying the NBA was having talks with several online sports betting firms – including but not limited to Bwin.party and William Hill – about becoming the leagues’ official betting partner in regulated European markets.

The NBA is allegedly seeking a “multiyear, multimillion-dollar sponsorship deal” that would include cross-platform branding on the NBA’s European broadcasts and the lucky betting firm’s sportsbooks.

Bwin.party’s New Jersey-licensed PartyPoker site already has a sponsorship deal with the NBA’s Philadelphia 76ers, although there’s no indication that this gives Bwin.party an inside track (and they’re not exactly rolling in spare cash). Whichever lucky firm rises to the top, the parties reportedly hope to conclude the deal this summer in time for the start of the new season in the fall.