Bally’s Corporation has agreed to a marketing partnership with the New York Yankees, which involves Bally Bet becoming an official sports betting partner of the MLB franchise.
The agreement with the Yankees is Bally’s first sports team partnership in the state of New York since the operator entered the Empire State’s online sports betting market in July.
Under the terms of the deal, Bally’s receives use of the Yankees’ trademarks and marketing designations as an official sports betting partner (Bally Bet), an official daily fantasy sports partner (Monkey Knife Fight), an official igaming partner (Bally Casino), and an official free-to-play gaming partner (Bally Play).
Bally’s Casino Atlantic City also becomes a proud partner of the New York Yankees.
“This is a great partnership that will give Bally Bet and our other Bally’s Interactive brands terrific visibility in New York,” commented Adi Dhandhania, Chief Operating Officer of Bally’s Interactive North America, Bally’s digital and sports betting division.
“The Yankees’ history as a franchise and their popularity as a global brand speaks for itself.”
Bally’s will be featured inside Yankee Stadium on LED advertising on the outfield wall that lines the playing field, field-facing walls on the Main Level bars in left and right field, the Terrace Level ribbon board, and LED boards throughout the Great Hall.
The operator also receives an in-game feature on the stadium’s high-definition centerfield video board and other brand-enhancing activations.
Michael J Tusiani, New York Yankees Senior Vice President of Partnerships, added: “We are excited to begin this partnership with Bally’s. We hope that their branding in Yankee Stadium, along with their in-Stadium customer engagement, will greatly strengthen Bally’s overall gaming presence in New York.”
Back in April, Bally’s Interactive 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.