Bally’s Announces NBA Partnership, Sportsbook May Launch Summer

• Bally’s Corporation has partnered with the NBA to be an official sports betting operator of the league.
• The Bally Bets sportsbook may launch in summer 2021.
• The partnership gives Bally access to NBA marks and promotions.

PROVIDENCE, R.I. – Bally’s Corporation has announced an official multi-year strategic sports betting partnership agreement with the NBA. This is the second of such deals the gambling entity has curated.

The partnership will see Bally as an official authorized sports betting operator of the league, but the corporation has yet to launch its sportsbook.

Bally’s Corporation is in talks to purchase Bet.Works and launch a new sportsbook under the moniker Bally Bets. The deal could close by summer, bringing a new legal sports betting operation to the market.

Bally Meets NBA

The partnership with the NBA confirms the plans for Bally’s Corporation to eventually launch a sportsbook. The NBA deal acknowledges Bally as a sports betting operator.

As such, the sportsbook would have access to NBA marks, logos, and promotions, similar to other sportsbooks with deals with the league, and the sportsbook will have official league data directly from the NBA.

“Partnering with the NBA is an exceptional opportunity for Bally’s, adding to our ongoing momentum with professional sports leagues,” said George Papanier, President and Chief Executive Officer of Bally’s Corporation. “Together with the NBA, we will unlock significant opportunities to provide a greater population of NBA fans with new, creative and engaging sports betting products and services.”

The next phase would be for Bally to actually launch the Bally Bets sportsbook, which could happen in the coming months.

Bally Bets Incoming

In a recent earnings report, Bally’s Corporation discussed the plans for the future, and how the plan to purchase Bet.Works was close to being complete.

“Without question, the highlights of the fourth quarter were our pending acquisition of Bet.Works, which will drive development of our interactive offerings, as well as our strategic media partnership with Sinclair Broadcast Group, which we expect will make Bally’s a common name in sports fans’ households across the U.S.,” said Papanier.

With Bet.Works currently available in Colorado, Indiana, Iowa, and New Jersey, it is likely these are the regulated markets Bally Bets will enter first.

And with the recent partnership with the NBA, the sportsbook would likely launch well before the season is over to capitalize on NBA betting.

Bally’s Corporation could become a major player in the legal sports betting arena, already making the right moves.

News tags: Adam Silver | Bally | Bally Bets | Bally’s Corporation | basketball | George Papanier | NBA