- Legal States
Erik Gibbs July 23, 2021 3 min read
Bally’s to Bring Sportradar to Bally Interactive and the Bally Bet App
It’s a sportsbook-eat-sportsbook world in the US as operators look to find new ways to be competitive in a rapidly-growing market. New partnership agreements and innovative solutions are constantly appearing and, five years from now, the sports betting space is going to appear drastically different to today’s market. Bally’s Interactive, the online gambling arm of Bally’s Corp., is looking to make a huge splash in the digital realm as it continues to expand and hopes that its new five-year partnership with Sportradar will help it achieve that goal.
Bally’s Interactive Hooks up with Sportradar
Both Bally’s and Sportradar have been in the news a lot lately, each constantly negotiating new partnerships and data-sharing agreements in the US that, in the near future, are going to redefine how the sports betting industry operates. A joint announcement by both entities yesterday revealed that Bally’s has tapped Sportradar to offer it the latter’s complete lineup of pre-match betting services, live betting options and content solutions. Through the partnership, Bally’s is convinced that it will be able to succeed in rapidly expanding the domestic footprint of its Bally Bet sports betting app, which launched in June. That footprint currently includes Colorado and Iowa, although Bally’s expects to hit new markets before the year ends.
Bally’s Corp. Senior Vice President, Strategy and Interactive Adi Dhandhania, asserts, “We are excited to be working with Sportradar to expand our online sports betting capabilities. This partnership provides us with a comprehensive suite of betting data, which will allow us to enhance our products and content offerings. We look forward to continuing to execute on our online sports betting and interactive gaming expansion strategy.”
Sportradar Continues US Expansion
Switzerland-based Sportradar has become a household name in the US sports betting industry. The company is built around the compilation and analysis of sports data that can be used by everyone from sports leagues to sportsbooks and from media to sports historians. It has ties to organizations across the globe and, in the US, recently teamed up with the NHL, the NBA, MLB, NASCAR and two NFL teams, the NY Jets and the Baltimore Ravens. It has partnerships with William Hill, bet365 and media giant NBC and, elsewhere in the world, is also lending its services to law enforcement to fight sports integrity issues.
Sportradar’s broad reach is seen as a welcome bonus for Bally’s as it works on its expansion plans. It has a long way to go in order to compete with the current entrenched leaders, but the competitive atmosphere of the sports betting industry allows for substantial movement if the right arrangements appear. Given that Bally’s Corp. and Sportradar were both separately partnered with the NHL and are now connecting, there’s a good chance that Bally’s can feed off Sportradar’s relationships.
Asserts Sportradar Managing Director, US Betting Neale Deeley, “Sportradar is proud to be working with Bally’s Interactive. Given their vision and commitment to innovation, we are confident that Bally’s Interactive will continue to expand and deliver an engaging, dynamic sports betting experience to their customers.”