Bally’s inks sports betting partnership with Nashville Predators
Bally Bet operator becomes official free-to-play partner in IP-led agreement
Bally’s has agreed a deal to become the official sports betting and free-to-play partner of NHL franchise the Nashville Predators and the team’s Bridgestone Arena.
Under the partnership, Bally’s will gain access to Nashville Predators’ intellectual property, including access to team logos, trademarks, 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.
As the first offering in this partnership, Bally’s will soon launch Smashville Selector, a free-to-play game that offers fans the chance to compete for unique prizes by correctly answering five predictive questions ahead of selected Predators games.
Official Smashville Selector game logo
“The Nashville Predators occupy a special place in sports fans’ hearts across Tennessee and their Bridgestone Arena provides a unique and electric atmosphere,” Bally’s Interactive COO Adi Dhandhania said.
“It will be a great venue in which to market our brand, especially when combined with Predators game broadcasts on Bally Sports South,” he added.
The Bally Bet sportsbook app is expected to launch in Tennessee in 2022.
The marketing agreement is the first signed by Bally’s since the completion of its multi-billion-dollar acquisition of UK operator Gamesys Group, an acquisition which is expected to lead to the significant enhancement of the existing Bally Bet brand.
Bally Bet 2.0 is expected to utilize technology stacks from both Gamesys and Bally’s own Bet.Works business.