Bally’s Partners With WNBA’s Phoenix Mercury; Launches Iowa Sportsbook

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Bally’s Corporation is making moves in the sports betting world. Today, the company announced a groundbreaking deal with the WNBA’s Phoenix Mercury and launched its mobile sportsbook in Iowa.

Both announcements come during a time of rapid sports betting growth, and Bally’s is becoming a force to be reckoned with in the space.

WNBA Phoenix Mercury Deal

Bally’s Corporation’s deal with the Phoenix Mercury is the first gaming market access partnership with a professional women’s sports team. The partnership also gives Bally’s access to its 15th sports betting market. Great timing, considering Arizona sports betting is on its way and could launch by September 9.

Bally’s becomes the exclusive sports betting partner of the Phoenix Mercury for 15 years. Once licensed and approved, Bally’s will launch a mobile sports betting app in Arizona and operate a retail sportsbook near Phoenix Suns Arena.

“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 Soo Kim, Chairman of Bally’s Corporation’s Board of Directors. “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 & 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.”

Bally’s Launches In Iowa

Today also marks the beta launch of Bally Bet in Iowa. This is the second state in which Bally Bet is live, following a launch in Colorado in May 2021. The company went live in Iowa via a partnership with Elite Casino Resorts, which owns Grand Falls, Rhythm City, and Riverside Casino and Golf Resorts.

Adi Dhandhania, Bally’s Corporation’s Senior Vice President, Strategy and Interactive, said, “We are very excited to have achieved yet another milestone with the expansion of our mobile sports betting platform in Iowa. As a state that has embraced legalized sports betting since 2019, Iowa was an attractive market for Bally Bet. We look forward to integrating Bally’s into Sinclair’s broadcast and digital programming in Iowa, providing Iowa sports fans with an engaging and creative sports betting experience, and continuing our work towards solidifying Bally’s as a leading retail sportsbook brand with the third greatest reach in terms of U.S. legalized market access.”

Bally’s On The Rise

Before the landmark WNBA deal and Iowa launch, Bally’s was already poised for sports betting growth. The company is ahead of the game in Kansas, where its partnership with Boot Hill Casino gives it market access. Kansas has yet to pass any sports betting legislation, but Bally’s is prepared, should it come.

About the Author

Cole Rush

Cole Rush is Gaming Today's News Editor. Cole is a Chicago-based writer in the gambling, media, and entertainment space. His work has been showcased in various gaming industry magazines and online columns.

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