Bally’s Interactive will soon be sharing major-league data from Sportradar, thanks to a five-year deal the two companies announced today.
Sportradar, in a joint statement, said Bally’s would receive “access to its complete pre-match betting services, live betting services, and content-solutions portfolio.” Bally’s Interactive is still in its infancy, at present only online as Bally Bet in Iowa and Colorado, although it plans to double its footprint next year.
Bally’s is not Sportradar’s first customer, as the latter already works with William Hill and bet365, as well as with NBC Universal Sports Regional Networks. It also provides marketing services to the New York Jets and Baltimore Ravens and is the official integrity partner of the National Hockey League.
According to Sportico, “Sportradar will provide pregame and in-game odds for Bally’s, plus additional assets like stats packages and live score widgets. Integrated into that technology is Sportradar’s data suite, which includes live information from leagues and sports governing bodies around the world.” The company has well-heeled backers who include Michael Jordan, Mark Cuban, and the NFL.
For its part, Bally’s has been aggressively expanding its online and media presence, most notably purchasing Sinclair Broadcasting’s sports network and rebranding it Bally’s. It has also acquired two wagering sites, Monkey Knife Fight and Bet.Works. Last week, it made headlines when it bought the AVP beach volleyball tour.
Of Bally’s, Sportradar’s U.S. Managing Director Neale Deeley said, “Given their vision and commitment to innovation, we are confident that Bally’s Interactive will continue to expand and deliver an engaging, dynamic sports betting experience to their customers.”
Bally’s Senior Vice President of Strategy & Interactive Adi Dhandhania returned the compliment, saying, “This partnership provides us with a comprehensive suite of betting data, which will allow us to enhance our products and content offerings and continue to execute on our online sports betting and interactive gaming expansion strategy.”
