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Bally’s Interactive and Sportradar sign five-year betting deal


Bally’s Corporation’s digital division, Bally’s Interactive, has signed a new five-year US sports betting partnership with Sportradar.

Under the terms of the deal, Sportradar will provide the operator with access to its complete pre-match betting services, live betting services, and content solutions portfolio.

Bally’s Interactive will incorporate the data portfolio as part of its expansion plans in the North American sports betting markets.

“Sportradar is proud to be working with Bally’s Interactive,” said Neale Deeley, managing director for US betting at the supplier.

“Given their vision and commitment to innovation, we are confident that Bally’s Interactive will continue to expand and deliver an engaging, dynamic sports betting experience to their customers.”

Adi Dhandhania, Bally’s Corporation’s senior vice president of strategy and interactive, added: “We are excited to be working with Sportradar to expand our online sports betting capabilities.

“This partnership provides us with a comprehensive suite of betting data, which will allow us to enhance our products and content offerings. We look forward to continuing to execute on our online sports betting and interactive gaming expansion strategy.”

Last month, Bally’s announced the beta launch of its mobile sportsbook Bally Bet in Iowa, following on from its first mobile sportsbook launch in Colorado in May.

The operator said it intends to launch mobile sportsbooks in additional markets this year, with further launches set to take place in 2022.

This agreement marks the latest in a number of deals struck in the US by Sportradar. In May, the supplier signed a data and content partnership with media conglomerate NBCUniversal’s Sports Regional Networks.

Later that month, Sportradar signed two landmark marketing technology deals with the NFL’s New York Jets and Baltimore Ravens, to provide its ad:s marketing technology to the two franchises.

Last month, the data provider signed a ten-year global partnership with the NHL, which saw it become the league’s official integrity partner, as well as obtaining official betting data rights and betting streaming rights.