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Phoenix Mercury and Bally’s strike “US$66m” sports betting deal

15-year partnership hailed as "largest official team sponsorship" in women's sports history.

1 July 2021 Sam Carp
  • Phoenix Mercury are first professional women’s sports team to sign a sports betting deal
  • Agreement provides Bally’s with market access to a 15th US state
  • Company to operate a retail sportsbook in vicinity of Phoenix Suns Arena

The Phoenix Mercury have named Bally’s Corporation as their exclusive sports betting partner in a deal described as the ‘largest official team sponsorship’ in the history of women’s sports.

The financial terms of the 15-year contract were not disclosed, but Deadspin reports that the deal with the Women’s National Basketball Association (WNBA) franchise is worth US$66 million over the duration of the agreement.

In another first for women’s sports, the arrangement will also provide Bally’s with market access to a 15th US state once the Mercury receive a mobile sports betting license from the Arizona Department of Gaming. 

The company, which owns and runs 14 casinos across ten states, plans to host and manage an online and mobile sports betting service in Arizona, while it will also operate a retail sportsbook in the vicinity of the Phoenix Suns Arena and promote its business in connection with Mercury games.

In addition, Bally’s will join Fry’s Food Stores, PayPal and Verizon as one of the Mercury’s changemaker partners, who are committed to diversity, equality and inclusion.

Jason Rowley, chief executive and president of the Mercury, said: “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.”

According to an official release, the Mercury are the first professional women’s sports team to sign a sports betting deal.

The agreement also further expands Bally’s presence in professional sports. The company has the naming rights to Sinclair Broadcast Group’s portfolio of regional sports networks, while it also holds partnerships with the likes of the National Basketball Association (NBA), Major League Baseball (MLB) and National Hockey League (NHL).

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