Bally’s Corporation, an omnichannel gaming and entertainment services provider, signed a long-term deal with Phoenix Mercury to mark its first market entry via a professional women’s sports team.
Exclusive Sports Betting Partner
The 15-year agreement between Bally’s and the member of the Women’s National Basketball Association (WNBA) Phoenix Mercury covers team sponsorship and partnership in the sports betting space and names Bally’s as the exclusive sports betting partner of the professional basketball team, beginning from July 1, 2021.
“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.”Soo Kim, Chairman, Board of Directors, Bally’s Corporation
The groundbreaking deal which grants Bally’s access to its 15th state, Arizona, allows the company to operate a retail sportsbook in the vicinity of the Phoenix Suns Arena, host and manage online and mobile sports betting service, and boost brand awareness during games of the team, contingent on a mobile sports betting license being granted to Phoenix Mercury by the Arizona Department of Gaming.
Speaking about the agreement, Phoenix Mercury CEO and President Jason Rowley expressed his excitement at the prospect of partnering with Bally’s, highlighting the importance of the deal for the future of women’s sport.
“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.”Jason Rowley, CEO and President, Phoenix Mercury
Diversity, Equity and Inclusion
Also under the deal, Bally’s is set to become a member of a distinguished group of companies, the Phoenix Mercury Changemaker Partners, in which companies like PayPal, Verizon, and Fry’s Food Stores express their firm commitment to diversity, equity, and inclusion by investments in women’s sport at the highest level.
“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.”Soo Kim, Chairman, Board of Directors, Bally’s Corporation
The long-term agreement reached with the professional basketball team member of the WNBA deviates from the typical Bally’s approach to team up directly with the major leagues.
In February, Bally’s signed a partnership deal with the National Hockey League (NHL) to become an Official Sports Betting Partner of the league, and in March, Bally’s struck a similar agreement with the National Basketball League (NBA) to be named its authorized sports betting operator of the league.