Bally’s Secures Market Access to Arizona With Phoenix Mercury Partnership
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The Partnership
Bally’s Corporation has been making major move after major move when it comes to pushing its online sports betting platform, Bally Bet. The mobile sportsbook has recently just gone live in Iowa and Bally’s just secured access to another huge market.
Bally’s announced a 15-year sports betting partnership with the WNBA’s Phoenix Mercury. In Arizona, major sports franchises, including the Phoenix Mercury, are being awarded betting skins. This means that the partnership that Bally’s secured with the Phoenix Mercury will grant the company access to a sports betting license. Arizona is looking to launch before the NFL season, so Bally Bet Arizona could be right around the corner.
Looking at the details of the deal, not only will Bally’s manage an online and mobile sports betting service but it will also operate a retail sportsbook in the vicinity of the Phoenix Suns Arena, home of the Mercury. The partnership does allow Bally’s to promote its business through the Phoneix Mercury.
Bally’s Big Moves
Bally’s currently has an avenue into 15 states; however, that number of launched sportsbooks will not be achieved until early into the NFL season, at the earliest. Many markets like Arizona, Maryland, and Louisiana are still setting up regulations for launch.
Bally’s has made an effort to set its sportsbook up for success. This includes taking over the naming rights to a massive amount of local sports stations across the country. This allows the company to have a built-in advertisement in a majority of the games for these regions. To take this risk means that Bally’s is very confident in its online platform and the direction of US legal sports betting
Bally’s has also made quite a few acquisitions in the sports betting technology scene. One of the latest was acquiring Bet.Works for over $100 million, a massive move to show how serious Bally’s is about the iGaming scene.
Prospective Arizona Market
Arizona may be one of the most competitive markets that we have ever seen. Sports betting licenses were given out to retail tribal casinos and major sports franchises. This will lead to a healthy amount of sportsbooks entering Arizona. DraftKings, FanDuel, Caesars, Bally’s, and others have all already secured access to the state through partnerships.
All of these sportsbooks competing for users, come launch, will lead to a very bettor-friendly market in Arizona. Not only will the promotions be plentiful, but the odds pricing will be highly competitive and offer tons of value to bettors.
Arizona has a franchise in all of the most significant leagues in the United States with the Arizona Cardinals, Arizona Diamondbacks, Phoenix Suns, and Phoenix Coyotes. On top of all the sports, the state has a population of 7.279 million. That is a whole ton of new bettors that will be unleashed come NFL season when Arizona sports betting goes live.
It is not unreasonable to expect Arizona to put up massive betting numbers, some of the best that there have been for the first month of sports betting. Some experts see Tennessee’s market as the floor for Arizona sports betting, which would be big for both sportsbooks and the Arizona Government in terms of revenue.
