Global sports betting service provider Sportradar has entered a five-year sports betting partnership with Bally’s Interactive, a division of Bally’s Corp., an international provider of iGaming products and services.
Under the agreement, Sportradar will offer its full set of pre-match and live betting services and content solutions. Bally’s will use Sportradar’s portfolio to help plan their expansion into one of the leaders in the North American online sports betting market.
The partnership is the latest in a series of partnerships formed by Sportradar, which aims to become a sports betting leader in the US. Sportradar launched a 10-year partnership with the National Hockey League (NHL) in June.
Bally’s also has professional sports partnerships. It signed separate deals to become an authorized sports betting operator for the NHL in February, followed by the National Basketball Association (NBA) and Major League Baseball (MLB) in March.
Bally’s sports betting app, Bally Bet, made its debut in Colorado in May and in Iowa in June. Bally’s said it plans to launch Bally Bet in other states in the remaining months of 2021 and in early 2022.
“Sportradar is proud to be working with Bally’s Interactive,” said Neale Deeley, managing director for US betting at Sportradar. “Given their vision and commitment to innovation, we are confident that Bally’s Interactive will continue to expand and deliver an engaging, dynamic sports betting experience to their customers.”
Adi Dhandhania, Bally’s Corp.’s senior vice president for strategy and interactive, echoed that sentiment. “We are excited to be working with Sportradar to expand our online sports betting capabilities,” he said. “This partnership provides us with a comprehensive suite of betting data, which will allow us to enhance our products and content offerings. We look forward to continuing to execute on our online sports betting and interactive gaming expansion strategy.”
Bally Bet Coming to New Jersey?
Bally’s strategic partnership with Sportradar is the latest example of a strategy to offer their sports betting services in as many states as possible. New Jersey is likely to become one of their next targets.
Currently, Bally’s Atlantic City casino hosts a FanDuel powered retail sportsbook, but the casino is not partnered with any online betting operator. It’s possible that the casino could ultimately partner with Bally Bet, making it accessible to players in the state. But no plans have been announced and it’s unclear if the casino’s current arrangement with FanDuel would prevent Bally Bet from coming to the Garden State in that fashion.
Other states where the Bally Bet could launch in the near future include Arizona, Indiana, Nevada, Pennsylvania and Virginia.
