The agreement is the first gaming access deal with a professional women's sports team providing Bally's with market access to its 15th state.
Under the agreement, Bally's receives official designation as the exclusive sports betting partner of the Phoenix Mercury over 15 years beginning July 1, 2021.
Upon the Phoenix Mercury's receipt of mobile sports betting license from the Arizona Dept. of Gaming, Bally's will, among other things, host and manage an online and mobile sports betting service in Arizona, operate a retail sportsbook in the vicinity of the Phoenix Suns Arena, and promote its business in connection with Phoenix Mercury games.
Soo Kim, Chairman of Bally's Corporation's Board of Directors commented: "On behalf of the entire Bally's Corporation, we are honored to be a part of such an important milestone in the history of women's sports. Maintaining and implementing a strong diversity, equity, and inclusion program is a cornerstone of Bally's operational values, and we look forward to promoting those values as part of our sponsorship with the Phoenix Mercury and hope that other major corporations follow in our footsteps. We are also excited about the prospect of providing sports fans in Arizona with access to our first-in-class online sports betting platform, and enhancing the way that they engage with their favorite sports pastimes."
Jason Rowley, CEO & President of the Phoenix Mercury stated: "We are very excited to partner with Bally's on this enormous step forward in the advancement of women's sports. This agreement represents so much more than a team sponsorship; it is a reflection of our shared values and commitment to investing in diversity, equity, and inclusion. We could not think of a better way to celebrate Mercury's 25th year in the WNBA, and what many consider to be the model franchise."
As part of this agreement, Bally's will also become a member of the "Phoenix Mercury Changemaker Partners" a group of companies that value diversity, equity, and inclusion, and back their commitment with an investment in women's sports. Other members of Mercury's roster of "Changemaker Partners" include Fry's Food Stores, PayPal, and Verizon.
"Bally's and the Phoenix Mercury strongly believe that a groundbreaking partnership of this magnitude accelerates the momentum surrounding women's sports, creates a bigger platform for the Mercury while delivering fan engagement on an unprecedented scale in women's sports," Rowley concluded.