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Bally’s Interactive Inks Market Access And Promotional Partnership With NFL Cleveland Browns

Ross Everett
by in NFL on
  • Bally’s Interactive is partnering with the NFL Cleveland Browns for marketing access in Ohio and in a promotional deal.
  • The partnership will also include a branded lounge at FirstEnergy Stadium, the home field of the Browns.
  • Sports betting is expected to be operational in Ohio by January 1, 2023.

Bally’s is bringing their sportsbook platform to Ohio. With the state expected to launch sports betting sometime this year, the company has signed a market access deal with the National Football League (NFL) Cleveland Browns. In addition, the two parties have entered into a long-term promotional partnership that makes Bally Bet an ‘official sports betting partner’ of the team. In addition to the typical branding and marketing perks, Bally’s will open a branded lounge at FirstEnergy Stadium, the Browns home field.

Here’s how the Bally’s press release describes the deal:

The Cleveland Browns and Bally’s Interactive, a division of Bally’s Corporation (NYSE: BALY), today announced a long-term partnership that features various fan-focused elements and establishes the gaming leader as an official sports betting partner of the team. Pending appropriate licensing and regulatory approvals, the collaboration will be highlighted by a branded lounge at FirstEnergy Stadium, the launch of the mobile Bally Bet Sportsbook app in Ohio and free-to-play gaming opportunities for fans in the state.
The Browns and Bally’s are currently identifying the location and specific fan accommodations for the Bally-themed lounge at FirstEnergy Stadium, details for which will be finalized in the coming months. In accordance with all applicable regulations, Browns fans ages 21 and up will have the ability to enjoy an exciting collective sports betting experience within the new space on gamedays while watching on-field action from across the league.
As the team’s designated sports betting operator, pending appropriate licensing and regulatory approvals, Bally’s will launch a mobile sports betting app for fans to place wagers on sporting events anywhere in the stadium and throughout Ohio. Additionally, the partnership will encompass a variety of fan engagement activations, including unique digital content and an engaging free-to-play predictor game, which will give registered users the opportunity to earn special Browns-themed non-cash promotional prizes.

With sports betting ‘anticipated’ to be operational in Ohio by January 1, 2023, the Browns and Bally’s are preparing to have all of their co-promotional assets available to fans on the ‘officially permitted date’. According to the press release, Ohio becomes the 18th state in which Bally’s has online market access for sports betting. Not sure whether that counts ‘access agreements’ or active implementations.

Quoted for the Browns ownership group is Haslam Sports Group Executive Vice President and Chief Operating Officer Dave Jenkins:

“In addition to their incredible resources and expertise, Bally’s Interactive has the fan-first mindset that is consistent with our focus and pivotal to creating successful, fully-integrated sports betting experiences, and we look forward to supporting Bally’s efforts to provide these innovative opportunities to Browns fans and all sports fans in Ohio in the near future. As we continue to work closely with sports betting regulators in our state to ensure a responsible and timely launch, we are excited and confident that our partnership with Bally’s will ultimately offer industry-leading benefits to fans throughout Cleveland and Ohio.”

Adi Dhandhania, Chief Operating Officer of North America for Bally’s Interactive, had these thoughts about the partnership with the Cleveland Browns:

“We are excited to partner with such a historic pro football franchise to secure sports betting market access in Ohio, and bring to its fan base more ways to engage through our online gaming platforms. The Browns’ stadium and gameday atmosphere provide a great opportunity for us to showcase our Bally Bet Sportsbook app and Bally Play products in Ohio.”

Bally’s is a company we generally like despite a few questionable missteps into the quagmire of land based casino ownership in highly suspect jurisdictions (Chicago, Richmond). Ohio is shaping up to be a solid jurisdiction and the Browns will give Bally’s plenty of visibility throughout the state.

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