Baly’s Corp, through Bally’s Interactive, has entered into a five-year sports betting agreement with sports betting provider SportRadar.
The deal gives Bally’s Interactive access to SportRadar’s comprehensive suite o betting data as part of its plan to their online betting capabilities.
Said Bally’s Corp. senior vice president of strategy and interactive Adi Dhandhania in a statement:
“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.”
Access to SportRadar’s Sportsbook Technology
In a statement, SportRadar says that Bally’s would receive access to its complete pre-game betting services, live betting services, and content solutions portfolio. Bally’s Interactive will incorporate that data portfolio as part of its expansion plans.
Under their agreement, SportRadar will provide pre-game and in-game odds for Bally’s and will also offer it additional assets like stats packages and live score widgets. Integrated in that technology is SportRadar’s data suite which includes live information and news from leagues and sports governing bodies around the world.
Online sportsbooks Bet365 and William Hill both have the same business relationship with SportRadar. Online publication The Athletic also uses SportRadar’s service, using it to provide in-depth statistical analysis to their content. SportRadar is also the official integrity partner of the NHL.
Bally’s is Just Getting Started
Bally’s Corp. is just getting started in the sports industry business. They launched at their first market in Colorado last May and have a beta version of their Bally Bet technology which began operating in Iowa last month.
With more and more bettors making bets using their mobile phones and desktop PCs instead of going to brick and mortar shops, the online sports betting industry is picking up steam and more and more competitors have sprung up. Bally’s Corp hopes that its brand recognition will help its sports betting app.
Bally’s logo can be seen on highlights and game broadcasts on a consistent basis after the company purchased the naming rights to 21 of Sinclair’s regional sports networks. Aside from that Bally’s also bought sports betting platform Bet.Works for $125M and fantasy sports platform Monkey Knife Fight for $90M within the past year.