Bally Bet, the online sports betting arm of US casino operator Bally’s Corporation, has signed a marketing partnership with the New York Yankees to become an official sports betting partner of the MLB team.

Under the agreement, Bally’s receives use of New York Yankees trademarks and marketing designations as an official sports betting partner via its Bally Bet brand.

In addition, Bally’s becomes an official daily fantasy sports partner of the franchise through Monkey Knife Fight – the DFS operator Bally’s acquired in January 2021 – as well as an official iGaming partner through Bally Casino and official free-to-play gaming partner via its Bally Play brand.

Further, Bally’s Casino Atlantic City has also become a partner of the Yankees as part of the deal.

Marketing benefits for the operator will include LED advertising inside Yankee Stadium, in-game features on the Stadium’s centrefield video board, and other brand-enhancing activations, Bally’s said.

Adi Dhandhania, chief operating officer of Bally’s Interactive North America: “This is a great partnership that will give Bally Bet and our other Bally’s Interactive brands terrific visibility in New York.”

“This is a great partnership that will give Bally Bet and our other Bally’s Interactive brands terrific visibility in New York,” said Adi Dhandhania, chief operating officer of Bally’s Interactive North America. 

“The Yankees’ history as a franchise and their popularity as a global brand speaks for itself,” he added.

Michael J. Tusiani, New York Yankees SVP of partnerships, added: “We are excited to begin this partnership with Bally’s. We hope that their branding in Yankee Stadium along with their in-stadium customer engagement will greatly strengthen Bally’s overall gaming presence in New York.”

Bally Bet was the ninth and final licensed operator to go live in New York’s regulated sports betting market, launching its product in the state in July – a full six months after the market launched in January.

So far the market has proved to be extremely productive, generating more than $300m in tax revenue for the state in its first six months.

Michael J. Tusiani, New York Yankees SVP of partnerships: “We hope that their branding in Yankee Stadium along with their in-stadium customer engagement will greatly strengthen Bally’s overall gaming presence in New York.”

However, a trio of operators – namely FanDuel, DraftKings and Caesars Sportsbook – began to dominate the market early on and show no signs of slowing down.

According to the latest figures released by the New York State Gaming Commission, those three operators combined have handled more than 85% of the $9.16bn wagered by customers in the Empire State since the market’s launch.

This led to the ‘big three’ holding 89.6% of the total $658.4m GGR generated in the market so far.

Having arrived late to the market, Bally’s now faces the challenge of carving out its own market share in the state. So far, during the three active weeks for which data is available, Bally Bet has handled just $436,204 in wagers, generating $29,961 of GGR in the process.