Bally’s continues to make inroads into sports betting, adding partnership with NBA

March 5, 2021 2:03 PM
  • Rege Behe, CDC Gaming Reports
March 5, 2021 2:03 PM
  • Rege Behe, CDC Gaming Reports

Bally’s Corp. has added another asset to its sports betting interests.

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On Friday the Rhode Island-based operator announced it entered a strategic partnership with the National Basketball Association. This follows a similar partnership announced in February with the National Hockey League.

“Partnering with the NBA is an exceptional opportunity for Bally’s, adding to our ongoing momentum with professional sports leagues,” said Bally’s CEO George Papanier in a statement. “Together with the NBA, we will unlock significant opportunities to provide a greater population of NBA fans with new, creative and engaging sports betting products and services.”

The partnership gives Bally’s access to official league data, as well as rights to use official NBA marks and logos across the company’s expanding portfolio of online sports betting products.  Bally’s and the NBA also will work together on best-in-class practices to protect the integrity of NBA games.

The agreement with the NBA adds to Bally’s burgeoning sports betting alliances and acquisitions. Last year the company struck a strategic partnership with the Sinclair Broadcast Group and its 19 regional sports networks that host more than half  the teams in the NBA. Within the last year, Bally’s also acquired Bet.Works, a sports betting platform provider to operators in New Jersey, Iowa, Indiana and Colorado; Monkey Knife Fight, a daily fantasy sports gaming website; and SportCaller, a free-to-play sports game provider.

The partnership with Bally’s adds to the NBA’s growing embrace of sports betting. The league also has agreements with MGM Resorts, Fox Bet, William Hill, and FanDuel. Teams, including the Detroit Pistons (WynnBET) and Philadelphia 76ers (Caesars Entertainment), also have forged agreements with sports betting operators.