PROVIDENCE – Bally’s Corporation, which owns the Twin River Casino and the Tiverton Casino Hotel, has announced a multi-year strategic partnership with the National Hockey League that recognizes Bally’s as the official sports betting partner of the NHL. It is the company’s first partnership with a professional sports league.
Bally’s is granted the right to use NFL trademarks and logos, as well as official league data, across its entire portfolio of betting products. Through its 10-year media partnership with Sinclair Broadcast Group, Bally’s will also create content for NFL fans and incorporate this content into live coverage of NFL games, which will span 19 regional sports networks.
The partnership doesn’t mean Bally’s will hire more employees at its headquarters in Lincoln, RI, or elsewhere, according to Patti Doyle, a Bally’s spokeswoman. She couldn’t say how many years the partnership would last.
George Papanier, General Manager of Bally’s, said in a statement that this partnership marks a key milestone in the company’s strategy to become a leader in online sports betting and iGaming.
That news came when Sinclair announced late last month that Fox Sports’ regional networks would be renamed Bally Sports. The official rebranding will take place in the coming months and a regional Bally Sports logo, featuring the Bally official branding and color scheme with red lettering, will replace the existing “FOX Sports” logos.
“The introduction of the iconic Bally logo on Sinclair’s regional sports networks is a worthwhile first step in a transformation partnership that will revolutionize the US sports betting, gaming and media industries,” Papanier said in a statement at the time of the announcement.
Bally’s, formerly known as Twin River Worldwide Holdings, bought the Bally’s brand and changed its name in November 2020 and pursued an aggressive acquisition strategy. The company now owns and operates 11 casinos in seven states, a horse racing track, and 13 authorized off-track betting licenses in Colorado, with the goal of expanding further.
“With its partnership with the Sinclair Broadcast Group combined with a strong strategic vision for its portfolio of sports betting products, Bally’s is an ideal partner for the NHL to further retain our enthusiastic fan base nationally and locally,” said Keith, chief business officer the NHL Quail in a statement.
Alexa Gagosz can be reached at [email protected] Follow her on Twitter @alexagagosz.