Revolutionizing the Sports Betting Industry: Bally’s Corporation’s Strategic Moves
In an era where sports betting is rapidly transforming, Bally’s Corporation steps forward with two strategic initiatives that redefine the relationship between the betting industry and sports entities. By entering into a pioneering alliance with the WNBA’s Phoenix Mercury and rolling out its digital sportsbook in Iowa, Bally’s Corporation is not merely expanding its market presence but also setting new standards for partnerships within the sports domain.
At a moment when the sports betting sector is witnessing explosive growth, these ventures are pivotal in establishing Bally’s as an emerging leader. This exploration dives into the nuances of these developments and their broader impact on the dynamics of sports betting and audience engagement.
Trailblazing Alliance with WNBA’s Phoenix Mercury
In an unprecedented move, Bally’s Corporation has secured a groundbreaking partnership with the Phoenix Mercury, marking the first instance of a gaming market access collaboration with a professional women’s sports team. This alliance not only highlights Bally’s dedication to fostering diversity and inclusivity but also secures its role as the exclusive sports betting affiliate of the Phoenix Mercury for an impressive duration of 15 years.
Bally’s and the Phoenix Mercury announced a 15‑year exclusive sports betting partnership beginning July 1, 2021, which grants Bally’s market access to Arizona and the right to operate online/mobile wagering in the state upon the Mercury receiving required licensing from the Arizona Department of Gaming.
As anticipation builds for the initiation of sports betting in Arizona, expected to launch by September 9, the timing of this partnership could not be more perfect. This venture provides Bally’s with entry into its 15th sports betting jurisdiction, illustrating the company’s ambitious expansion endeavors. Pending the acquisition of requisite licenses and approvals, Bally’s aims to introduce a mobile sports wagering application in Arizona and establish a brick-and-mortar sportsbook near the Phoenix Suns Arena.
Reports at the time valued the multi‑year Phoenix Mercury–Bally’s sponsorship at roughly $66 million, making it one of the largest-ever sponsorships in women’s professional sports according to media coverage.
“This partnership marks a significant moment in the history of women’s sports,” commented Soo Kim, Bally’s Corporation Board of Directors Chairman. “Together with the Phoenix Mercury, we are eager to support our mutual goals and offer Arizona sports enthusiasts access to an unparalleled sports betting experience.”
Phoenix Mercury’s CEO & President, Jason Rowley, lauded the agreement as a monumental advancement for women’s sports, underscoring the shared commitment to diversity, equity, and inclusivity. He recognized the deal as a testament to the Mercury’s legacy within the WNBA and a blueprint for franchise success.
Bally’s Forays into the Iowa Market
Concurrently, Bally’s marked its presence in Iowa with the soft launch of Bally Bet, the company’s mobile sports betting platform, representing its second state venture after Colorado. This expansion was facilitated through a partnership with Elite Casino Resorts, which operates renowned establishments like Grand Falls, Rhythm City, and Riverside Casino and Golf Resorts.
Bally’s stated the agreement would allow it to operate a retail sportsbook near the Phoenix Suns Arena and offer a mobile sportsbook in Arizona pending receipt of necessary regulatory approvals and licenses.
Expressing enthusiasm over this expansion, Adi Dhandhania, Senior Vice President of Strategy and Interactive at Bally’s Corporation, highlighted the strategic importance of entering the Iowa market. “Iowa’s established legal sports betting landscape presents a significant opportunity for Bally Bet,” Dhandhania remarked, emphasizing the commitment to providing Iowa’s sports aficionados with a distinct and immersive betting experience.
Bally’s described the Mercury deal as its entry into its 15th online sports betting jurisdiction when the Arizona market became available to the company.
Envisioning the Future: Bally’s Corporation’s Ambitious Strategy
Even before these significant announcements, Bally’s was already laying the groundwork for substantial growth in the sports betting arena. With strategic partnerships, like the one with Boot Hill Casino in Kansas, Bally’s is poised for further expansion, contingent on the legislative green light for sports betting in new markets.
Bally Bet (Bally’s interactive sportsbook) and the Phoenix Mercury have cooperated on promotions and game‑period activations in subsequent seasons, with promotional rules and marketing materials publicly filed by the team and sponsor for operations during WNBA games and playoffs.
These proactive maneuvers in forming partnerships and exploring new markets highlight Bally’s vision to not just lead in the sports betting industry but to also redefine the way sports betting integrates with fan interaction. By championing diversity, equity, and inclusivity, and forging innovative partnerships, particularly in women’s sports, Bally’s Corporation is betting on a future that prioritizes a more inclusive, captivating, and participatory experience for fans and athletes alike.
As Bally’s Corporation continues to broaden its influence and chart new territories in the sports betting landscape, it is evident that their strategy goes beyond mere participation. They are setting the stage for a transformative impact, aiming to ensure that fans, teams, and communities alike are integral to a winning ecosystem.