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Bally’s signs marketing deal with Yankees after entering New York sports betting

Posted: August 1, 2022, 2:57 a.m.

Last update on: August 1, 2022, 03:24h.

Regional casino operator Bally’s is dramatically increasing its visibility in New York, announcing that it is now an official sports betting partner of the New York Yankees.

The Bally Yankees
Yankees Stadium in the Bronx, New York. Bally’s casino operator has a deal with the team. (Image: ESPN)

The gaming company’s relationship with Major League Baseball’s (MLB) most famous and successful player could prove fruitful. Indeed, Bally’s recently became the ninth operator to offer mobile sports betting in New York.

Under the agreement, Bally’s receives use of the trademarks and marketing designations of the New York Yankees as Official Sports Betting Partner (Bally Bet), Official Daily Fantasy Sports Partner (Monkey Knife Fight), official of iGaming (Bally Casino) and free play partner (Bally Play)”, according to a press release.

Financial terms of the agreement were not disclosed. This is the game company’s first partnership with a New York team. Bally’s Atlantic City – the operator’s closest casino to New York – also becomes a Yankees partner in the deal.

For Bally’s, Bronx Perks

By partnering with the Yankees, there are many potential benefits for Bally’s, including the ability to increase local visibility through marketing at the iconic Yankees Stadium in the Bronx.

“Marketing benefits for Bally’s inside Yankee Stadium include LED advertising in the following locations: the exterior wall that borders the field of play, field-facing walls on the main level bars in left and right fields, the terrace level ribbon board and LED signs throughout the Great Hall,” according to the release. “In addition, Bally’s is receiving in-game functionality on the stadium’s center field high-definition video board and other activations. improving the brand.”

Bally’s relationship with the Yankees could pay dividends for the gaming company. Indeed, due to its worldwide popularity and recognition, the team frequently appears on national MLB television broadcasts. Additionally, the Yankees are often among the top teams in MLB, which means they play more nationally broadcast games due to their frequent playoff appearances. More games equals more exposure for Bally’s.

FanDuel is the official sports betting partner of the Yankees. For his part, Bally has team relationships with the NHL’s Nashville Predators, the WNBA’s Phoenix Mercury and the NFL’s Cleveland Browns.

Big Allure in the Big Apple

Due to New York’s status as the largest metropolitan area in the United States and the largest media market, partnerships with the city’s professional sports franchises are coveted by gaming companies. For example, Caesars Entertainment and the New York Mets have a deal that includes marketing at Citi Field in Queens.

For Bally’s, the relationship with the Yankees could be the start of something bigger in New York. Previous reports suggest the company may be a bidder for a new casino license in the city. But for now, that’s speculation.