Bally Bet recently announced that it has begun its mobile sports betting operations in Tennessee, which brings the number of operators in the Volunteer State to 11 with this most recent launch.
Bally Bet Now in 10 States
Although most mobile sportsbooks want to launch the moment a state allows them to do so, Bally Bet has taken a much slower and more deliberate approach. The mission statement has always been to woo customers with a better product and let others spend a fortune on marketing and promotion.
Although the verdict is still out on that long-term strategy, Bally Bet continues to engage and expand in the mobile sports betting market, with Tennessee now its 10th online sports betting market. Over the summer, Bally Bet launched in Maryland and Massachusetts while also operating in Arizona, Colorado, Indiana, Iowa, New York, Ohio, and Virginia.
The company’s press release stated, “The Bally Bet sportsbook app encompasses all the features that customers adore and much more, solidifying its position as the premier choice for sports wagering in Tennessee. Sports enthusiasts can easily access Bally Bet and download the app from the App Store or Google Play. Bally’s Interactive has worked closely with sports betting regulators in Tennessee to ensure a responsible and timely launch, prioritizing responsible gambling.”
As a newcomer to a mature market that is nearly four years old, Bally Bet will now have to chisel market share away from the other 10 established sportsbooks in Tennessee, including BetMGM, Fanatics, Hard Rock, FanDuel, Caesars, ESPN BET, DraftKings, Betly, ZenSports, and Action 247 Sportsbook.
Whether Bally Bet can catch the attention of the masses as a late arrival to the mobile sports betting party is unknown, but this is a familiar tactic the company has employed in all its other markets.
Bally’s Partnered With Predators
Bally’s already has a partnership agreement with Tennessee’s only NHL franchise, the Nashville Predators, one that has been in place since 2021 and runs through 2025. Now that Bally Bet is live in Tennessee, it wouldn’t be surprising to see that partnership agreement extended.
According to Bally’s website, “The partnership, which runs through 2025, will grant Nashville Predators intellectual property rights to Bally’s, as well as provide Bally’s with access to team logos, marks, and certain content rights. The agreement marks Bally’s first partnership with an NHL franchise and its first with a professional sports team in the state of Tennessee.”
Bally Bet will now be much more visible on the Predators’ digital media outlets, and the company’s “Goals for Gear” promotion, allowing fans to win Predators gear and other sports merchandise, will be front and center. The collaboration between the two partners allows Bally’s access to the franchise’s intellectual property, marks, logos, and certain types of content rights.
“The Nashville Predators occupy a special place in sports fans’ hearts across Tennessee, and their Bridgestone Arena provides a unique and electric atmosphere. It will be a great venue in which to market our brand, especially when combined with Predators game broadcasts on Bally Sports South,” said Adi Dhandhania, Chief Operating Officer of Bally Interactive, the company’s digital division.
