Bally’s Interactive, Cleveland Browns link up in multifaceted partnership
Gaming operator to have branded lounge at team’s stadium as part of Ohio market access agreement
Bally’s Interactive has linked up with the Cleveland Browns in a multifaceted partnership that will provide the gaming operator with market access in Ohio among other tie-ins with the NFL franchise.
As part of the union, Bally’s becomes an official sports betting partner of the Browns, which will allow the online operator to leverage a variety of the team’s digital assets for content and marketing purposes.
Bally’s will also have a branded lounge at FirstEnergy Stadium, where fans will be able to enjoy an immersive gameday viewing experience while making wagers on the Bally Bet Sportsbook mobile app.
“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,” said Bally’s Interactive North America COO Adi Dhandhania.
“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.”
A free-to-play (F2P) predictor game represents another element of the partnership.
The branded game will give registered users the opportunity to earn special Browns-themed non-cash promotional prizes while doubling as a branding and acquisition tool for Bally’s.
“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,” said Haslam Sports Group EVP and COO Dave Jenkins.
The partnership is pending appropriate licensing and regulatory approvals, with sports betting expected to launch in Ohio by January 1, 2023.
The two parties are preparing to have all of the partnership components accessible to fans on the first officially permitted date, while details of the location and layout of the Bally-themed lounge will be finalized in the coming months.
The union with the Browns marks the 18th state in which Bally’s has gained market access for online sports betting in the US.