Bally’s Corporation has rolled-out a long-term partnership with the Cleveland Browns that includes a market access agreement prior to the launch of sports betting across Ohio, which it is hoped will take place before January 1, 2023.
The alliance is set to incorporate an array of “fan-focused elements” that will, pending appropriate licensing and regulatory approvals, be led by a branded lounge at FirstEnergy Stadium, as well as the launch of the mobile Bally Bet Sportsbook app and free-to-play gaming opportunities for fans in the state.
“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,” commented Dave Jenkins, Haslam Sports Group Executive Vice President and Chief Operating Officer.
“As we continue to work closely with sports betting regulators in our state to ensure a responsible and timely launch, we are excited and confident that our partnership with Bally’s will ultimately offer industry-leading benefits to fans throughout Cleveland and Ohio.”
The franchise and its official sports betting partner are currently identifying the location and specific fan accommodations for the Bally-themed lounge at the Brown’s home stadium, details for which will be finalised in the coming months.
Furthermore, the deal will also encompass fan engagement activations such as digital content and a free-to-play predictor game, which will give registered users the opportunity to earn special Browns-themed non-cash promotional prizes.
Adi Dhandhania, Chief Operating Officer of North America for Bally’s Interactive, added: “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.
“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.”
With sports betting anticipated to be operational in Ohio by January 1, 2023, the Browns and Bally’s are preparing to have all partnership elements fully accessible to fans on the first officially permitted date.
This partnership with the Browns marks the 18th state in which the casino and entertainment operator would have market access for online sports betting in the US.
