Bally’s Interactive, a division of Bally’s Corporation, has agreed to a long-term partnership with the Cleveland Browns, becoming an official sports betting partner of the NFL franchise.
The collaboration also includes various fan-focused elements, a branded lounge at FirstEnergy Stadium, the launch of the Bally Bet Sportsbook app in Ohio, and free-to-play gaming options for fans in the state, pending appropriate licensing and regulatory approvals.
Haslam Sports Group EVP and COO, Dave Jenkins, commented: “In addition to their incredible resources and expertise, Bally’s Interactive has the fan-first mindset that is consistent with our focus and pivotal to creating successful, fully-integrated sports betting experiences, and we look forward to supporting Bally’s efforts to provide these innovative opportunities to Browns fans and all sports fans in Ohio in the near future.
“As we continue to work closely with sports betting regulators in our state to ensure a responsible and timely launch, we are excited and confident that our partnership with Bally’s will ultimately offer industry-leading benefits to fans throughout Cleveland and Ohio.”
Details for the Bally-themed lounge at FirstEnergy Stadium (location and specific fan accommodations) will be finalized in the coming months, and the operator will also launch its sports betting app in Ohio once it has been approved and licensed by the state’s regulators.
The fan engagement activations that are part of the partnership include digital content and a free-to-play predictor game, giving registered users a chance to win special Browns-themed non-cash promotional prizes.
“We are excited to partner with such a historic pro football franchise to secure sports betting market access in Ohio, and bring to its fan base more ways to engage through our online gaming platforms,” added Adi Dhandhania, COO of North America for Bally’s Interactive.
“The Browns’ stadium and gameday atmosphere provide a great opportunity for us to showcase our Bally Bet Sportsbook app and Bally Play products in Ohio.”
With Ohio sports betting expected to launch in January 2023, the Browns and Bally’s are preparing to have all partnership elements fully accessible by the market’s opening day.