Bally’s strikes ‘first of its kind’ gaming access deal with Phoenix Mercury

Image source: Keeton Gale /

Bally’s Corporation and Phoenix Mercury Basketball LLC, a 25-year member of the Women’s National Basketball Association, have forged a team sponsorship and sports betting partnership. 

Described by Bally’s as a groundbreaking agreement, this marks the first gaming access deal with a professional women’s sports team providing the company with market access to its 15th state. Under the terms of the collaboration, Bally’s receives official designation as the exclusive sports betting partner of the Phoenix Mercury over 15 years, with immediate effect.  

Upon the Phoenix Mercury’s receipt of a mobile sports betting license from the Arizona Department of Gaming, Bally’s will, among other things, host and manage an online and mobile sports betting service in Arizona, operate a retail sportsbook in the vicinity of the Phoenix Suns Arena, and promote its business in connection with Phoenix Mercury games.

“On behalf of the entire Bally’s Corporation, we are honored to be a part of such an important milestone in the history of women’s sports,” said Board Chairman Soo Kim

“Maintaining and implementing a strong diversity, equity and inclusion program is a cornerstone of Bally’s operational values, and we look forward to promoting those values as part of our sponsorship with the Phoenix Mercury and hope that other major corporations follow in our footsteps. 

“We are also excited about the prospect of providing sports fans in Arizona with access to our first-in-class online sports betting platform, and enhancing the way that they engage with their favorite sports pastimes.”

Jason Rowley, CEO and President of the Phoenix Mercury, said: “We are very excited to partner with Bally’s on this enormous step forward in the advancement of women’s sports. This agreement represents so much more than a team sponsorship; it is a reflection of our shared values and commitment to investing in diversity, equity and inclusion. 

“We could not think of a better way to celebrate the Mercury’s 25th year in the WNBA, and what many consider to be the model franchise.”

As part of this agreement, Bally’s will also become a member of the “Phoenix Mercury Changemaker Partners” – a distinguished group of companies championing diversity, equity and inclusion.

Rowley continued: “Bally’s and the Phoenix Mercury strongly believe that a groundbreaking partnership of this magnitude accelerates the momentum surrounding women’s sports, creates a bigger platform for the Mercury, while delivering fan engagement on an unprecedented scale in women’s sports.”