Bally’s becomes official betting partner of New York Yankees

On Monday, Bally’s announced a new marketing agreement with the New York Yankees, becoming the official sports betting partner of the Major League Baseball (MLB) franchise.

This is the gaming company’s first alliance with a sports team in the region since it became the ninth sports betting operator in New York in July. The announcement did not include any disclosure of the financial details. This is the first time that the game company has collaborated with a team from New York. As part of the deal, Bally’s Atlantic City, which is the operator’s casino that is located nearest to New York City, will also become a partner of the Yankees.

Bally’s North American Chief Operating Officer, Adi Dhandhania, revealed that the partnership would give Bally Bet, as well as other interactive brands of the company, “terrific visibility” in the city. He spoke on the history of the sports team as a franchise and the global popularity of their brand.

A statement concerning the terms of the partnership read, “Under the agreement, Bally’s receives use of New York Yankees trademarks and marketing designations as an official sports betting partner (Bally Bet), an official daily fantasy sports partner (Monkey Knife Fight), an official iGaming partner (Bally Casino), and an official free-to-play gaming partner (Bally Play).”

Partnering with the Yankees would yield several marketing benefits for Bally’s. Some of these include advertising and growing local visibility using Yankee Stadium in the Bronx.

The statement further revealed, “Marketing benefits for Bally’s inside Yankee Stadium include LED advertising in the following locations: the outfield wall that lines the playing field, field-facing walls on the Main Level bars in left and right field, the Terrace Level ribbon board, and LED boards throughout the Great Hall. Additionally, Bally’s receives an in-game feature on the Stadium’s high-definition centerfield video board and other brand-enhancing activations.”

The Senior Vice President of Partnerships of the New York Yankees, Michael J. Tusiani, spoke concerning the collaboration and expressed the sports team’s excitement about partnering with Bally’s. Tusiani further revealed that they hoped the deal’s benefits would work toward increasing the organization’s overall gaming presence in the city.

As a result of the Yankees’ popularity and recognition worldwide, the sports team was a regular presence on MLB broadcasts televised nationwide. They are also mostly among the top-tier MLB teams and are part of several national broadcasts due to their regular appearances in playoffs. Both reasons are enough to pay the dividends for Bally’s and build up more visibility for the company.

The Yankee’s partnership is another boast to Bally’s growing sports and media portfolio. The Bally Bet Sportsbook is currently an Authorized Gaming Operator in six states. Their other partners include MLB, the National Basketball Association (NBA), the National Hockey League (NHL), and the Women’s National Basketball Association (WNBA).

Several gaming companies have shown interest in New York’s professional sports franchise due to the famous city’s metropolitan area known as the largest in the US and its vast media market. Caesars Entertainment’s partnership with the New York Mets is an example. The organization previously partnered with the sports group in a deal that involved advertising in the Citi Field in Queens. 

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