New partnership deal

Bally’s Corporation announced this week a new multi-year strategic partnership with the NBA. The gambling and entertainment company is now an “Authorized Sports Betting Operator” of the professional sports league.

committed to working in tandem on practices to protect the integrity of league games

The new deal gives Bally’s access to official NBA data and the right to use official league logos and marks in its online sports betting product portfolio. The new partners say they are also committed to working in tandem on practices to protect the integrity of league games.

Bally’s Corporation and the NBA

The new partnership with the NBA allows Bally’s to extend its reach in the sports world. President and chief executive officer of the company, George Papanier, said that the new partnership adds to its ongoing momentum with professional sports leagues: “Together with the NBA, we will unlock significant opportunities to provide a great population of NBA fans with new, creative, and engaging sports betting products and services.”

Bally’s already had ties to the NBA through its partnership with Sinclair Broadcast Group. The company joined forces with Sinclair last year in what was called a “transformational partnership.” The two say they will “change the game” when it comes to the United States sports betting and online gaming market.

NHL deal

Before the deal with the NBA, Bally’s announced a similar partnership with the National Hockey League (NHL). The company signed a multi-year strategic sports betting deal with the NHL in February, marking the first time Bally’s had signed with a major professional league.

With this deal, the gaming brand can access the NHL’s logos and marks. It also has access to official league data that will be used across its sports betting products.

In an official news release, Bally’s revealed how it plans to use the NHL’s intellectual property. The goal is to provide national exposure to its gaming brand by developing content for fans, which will then be integrated with live NHL game coverage on 19 regional US sports networks.

This is where the Sinclair deal comes in again. The media partnership allows the brand to utilize the content and live coverage to create a new sports fan experience. Bally’s has plans to become a major player in the online sports betting and iGaming world with both deals.