Casino-entertainment business Bally’s Corporation announced Monday a marketing partnership that designates its Bally Bet brand as an official sports betting partner of MLB’s New York Yankees, marking the company’s first sports team alliance in the region after becoming the 9th online sports betting operator in the state in July.
Under this new 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). Bally’s Casino Atlantic City has also become a partner of the team.
Marketing benefits for Bally’s inside Yankee Stadium include LED advertising in 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 will receive an in-game feature on the Stadium’s high-definition centerfield video board and other brand-enhancing activations.
In a press release, Adi Dhandhania, Chief Operating Officer of Bally’s Interactive North America, said: “This is a great partnership that will give Bally Bet and our other Bally’s Interactive brands terrific visibility in New York. The Yankees’ history as a franchise and their popularity as a global brand speaks for itself.”
Michael J. Tusiani, New York Yankees Senior Vice President of Partnerships, added: “We are excited to begin this partnership with Bally’s. We hope that their branding in Yankee Stadium along with their in-stadium customer engagement will greatly strengthen Bally’s overall gaming presence in New York.”
The deal adds to Bally’s growing sports and media footprint. Now in six states, Bally Bet Sportsbook is an Authorized Gaming Operator of Major League Baseball (MLB), the National Hockey League (NHL), the National Basketball Association (NBA), and the Women’s National Basketball Association (WNBA). In addition to the New York Yankees, Bally’s has official sports team partnerships with the NHL’s Nashville Predators, the WNBA’s Phoenix Mercury, and the NFL’s Cleveland Browns.