The New York Yankees iconic franchise has been busy winning games on the field and making deals off of it. On Monday, Bally’s Corporation became yet another sportsbook that will become an official sports betting partner of the team.
Bally Bet is Making the Opportunity Count
After some delay in the launching department, Bally Bet finally became the ninth operator to launch in New York. Bally Bet certainly needs a lot of work on attracting publicity, as the NY betting market is dominated by FanDuel, DraftKings, Caesars, and BetMGM.
Due to the agreement, the sportsbook operator will be able to use the Yankees trademarks and other amenities. At Yankee Stadium on Monday night, rotating LED panels below the upper deck featured advertising featuring Bally Bet and DFS acquisition Monkey Knife Fight.
The other amenities include Bally Casino, BallyPlay, and Bally’s Casino in Atlantic City. Yankees senior VP of partnerships Michael Tusiani stated to a news source,” 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 is currently available in six other states and is an Authorized Gaming Operator of the NBA, MLB, NHL, and WNBA. Bally Bet also has partnerships with the Nashville Predators, Phoenix Mercury, and the Cleveland Browns.
The Yankees are Adding as Many Partnerships as Possible
The mobile sports betting market in the Empire State launched on January 8th. Bally Bet didn’t launch until July 7th, a little later than expected. The bookmaker used this time to update its new 2.0 app technology to launch in New York and Arizona.
During its previous earnings call, the company’s executives stated that the brand would take a conservative approach to promotional and marketing spending. Being the newest sportsbook on the block can be difficult, especially when sportsbooks are subject to a tax rate of 51 percent in the Empire State.
Under the leadership of president Randy Levine, the Yankees have been all for sports betting. The iconic franchise also has partnership deals with FanDuel, DraftKings, and bet365. New York City is also home to the biggest market in the sports betting industry.
Bet365 may look to get an approved license when the next wave of sportsbooks enters the state. There will be more options in the future, but the main issue is the tax rate when more sportsbooks get licenses. Bet365 failed to get a license initially and is having a tough time finding success in the United States, though the brand has major success in Europe.
Can “Pick-N-Play Live” on the YES App Keep Fans Engaged During Games?
As part of its partnership with SimpleBet, YES Network offers a free “Pick-N-Play Live” prediction game on its app, presumably a precursor to single-screen, live in-game betting. The app went live on May 12th.
From June 12th to July 12th, the total number of actions placed increased by 81 percent from May 12th to June 12th. Since the launch of “Pick-N-Play Live”, the average number of daily users of the YES app platform has gone up six percent.