Bally’s Corporation has signed its first gaming access arrangement with a professional women’s sports team, sponsoring the Phoenix Mercury of the Women’s National Basketball Association.
Bally’s will host and manage an online and mobile sports betting service in Arizona, operate a retail sportsbook near the Phoenix Suns Arena, and promote its business in conjunction with Phoenix Mercury games once the Phoenix Mercury receives a mobile sports betting licence from the Arizona Department of Gaming.
Soo Kim, chairman of Bally’s Corporation’s board of directors said: “On behalf of the entire Bally’s Corporation, we are honoured to be a part of such an important milestone in the history of women’s sports.
“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.
“We are also excited about the prospect of providing sports fans in Arizona with access to our first-in-class online sports betting platform, and enhancing the way that they engage with their favourite sports pastimes.”
Largest team sponsorship in the history of women’s sport
Bally’s was named the Phoenix Mercury’s exclusive sports betting partner for the next 15 years, according to the arrangement, which claims to be the “largest team sponsorship in the history of women’s sport.”
Bally’s will also join the ‘Phoenix Mercury Changemaker Partners’ as part of this partnership. Fry’s Food Stores, PayPal, and Verizon are among the Mercury’s list of “Changemaker Partners.”
The Phoenix Mercury’s CEO and president, Jason Rowley, said: “We are very excited to partner with Bally’s on this enormous step forward in the advancement of women’s sports.
“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.”
Bally’s already has a deal with the men’s NBA, having signed a sponsorship deal with the North American sports league in March, which gives the brand access to official league data.