Yankees Add Another Sportsbook Partner: Bally Bet

The latest sportsbook to go live in New York now has its first partnership with a team in the state
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Bally Bet, the last of nine licensed mobile sportsbooks to launch in New York when it began taking bets last month, announced its first sports team partnership in the state on Monday.

The New York Yankees are partnering with Bally Bet, giving the 27-time world champs a second sportsbook partner after agreeing to a similar deal with market leader FanDuel in April.

Under the agreement, Bally’s gets to use Yankees trademarks and marketing designations, with the company’s Monkey Knife Fight platform becoming an official daily fantasy sports partner, its Bally Casino division becoming an iGaming partner, and Bally Play becoming an official free-to-play partner. The company’s Atlantic City casino also is part of the partnership.

Yankee Stadium is getting even more sports betting advertising as part of the deal. Bally’s will get LED ads along the outfield wall, on the field-facing walls on the main level bars, and on the terrace-level ribbon board. It will also get to play an in-game commercial on the stadium’s hi-def center field video board.

“This is a great partnership that will give Bally Bet and our other Bally’s interactive brands terrific visibility in New York,” Bally’s Interactive CEO Adi Dhandhania said in a statement. “The Yankees’ history as a franchise and their popularity as a global brand speaks for itself.”

Bally Bet, available in six states, already had partnerships with MLB, the NHL, NBA, and WNBA along with the Nashville Predators, Phoenix Mercury, and Cleveland Browns.

“We hope that their branding in Yankee Stadium along with their in-stadium customer engagement will greatly strengthen Bally’s overall gaming presence in New York,” Michael J. Tusiani, Yankees senior vice president of partnerships, said in a statement.

Trying to make headway in tough NY market

The nine mobile sportsbook operators in New York continue to spend rather lavishly to gain as good a foothold as they can in what has become the largest sports betting market in the country. The path to operator profitability in New York is harder to decipher and may not come for years, if at all, for some of the smaller ones.

In the six-plus months since the Jan. 8 launch of legal mobile sports betting in the state, FanDuel, DraftKings, and Caesars Sportsbook have grabbed roughly 90% of the sports betting handle. Overall, New York operators have taken a nation-leading $9.16 billion in legal sports bets.

Since its launch on July 7, Bally Bet has reported $436,402 in total handle and $29,961 in gross gaming revenue, per numbers provided by the New York State Gaming Commission.

Photo: Shutterstock

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