NY Yankees add Bally Bet as sports betting partner

The New York Yankees have announced a new partnership with Bally’s Corporation to make Bally Bet New York the official sports betting partner of the MLB team.

It’s the fourth major sports team Bally’s has partnered with, having already announced partnerships with the Nashville Predators (NHL), Phoenix Mercury (WNBA) and Cleveland Browns (NFL).

The announcement comes just over three months after the Yankees named FanDuel as their official sports betting partner.

Part of the marketing component of the deal includes LED billboards in multiple locations around Yankee Stadium. They will also have an in-game feature on the video card along with other marketing efforts.

“We are thrilled to begin this partnership with Bally’s,” New York Yankees senior vice president of partnerships Michael J. Tusiani said in a press release. “We hope that their branding at Yankee Stadium as well as their in-stadium customer engagement will significantly strengthen Bally’s overall presence in the New York game.”

The other part of the deal involves Bally’s ability to use the Yankees’ trademarks and marketing designations. Billy Casino will be an Official iGaming Partner, Bally Play an Official Free Play Partner and Monkey Knife Fight as a Daily Fantasy Sports Partner.

Bally’s Casino Atlantic City will also be a partner of the New York team.

Bally Bet New York app launch delayed

It took about six months but Bally Bet launched in New York in early July. Prior to its launch in New York, Bally Bet was available in Indiana, Colorado, Iowa and Virginia.

The mobile bookmaker was one of nine licensed in New York, but Bally Bet took much longer to get going. The major sportsbooks (DraftKings, FanDuel, Caesars and BetMGM) got off to a quick start in January when online sports betting was legalized.

There was no clear reason why the bookmaker’s launch took so long, but according to Bally’s Corporation, it had to do with technical updates to the app’s platform.

By launching much later than the rest of the field, they were able to avoid some of the promotional competition with competitors at the start of legal online sports betting. The big sportsbooks have spent a lot of money to attract New Yorkers to the industry.

The Bally Bet app is now available on the App Store and Google Play.

Sports betting in New York

Mobile sports betting in New York has started since January, it is a massive industry in the state.

As of July 24, the total amount of sports betting in New York was estimated at over $9 billion. New York State has the largest online sports betting market in the country.

The market is expected to see a big boom this fall when college football and the NFL season begin this fall. This will be the first time New Yorkers will be able to place bets online for a full season.

It will be interesting to see how Bally Bet competes with smaller markets in the coming months given the late entry into the market.

Photo AP/Steven Senne