Bally’s, Major League Fishing announce partnership
Move will see fishing come on Bally’s interactive platforms.
Pro Bass Fishing is being hooked on the line of sports betting after Bally’s Corporation established a partnership with Major League Fishing (MLF). The agreement will see Bally’s become the title sponsor of MLF Bass Pro Tour Angler of the Year Award.
The move signals continued expansion for Bally’s, the omni-channel operator for both land-based and online gaming. Bally’s will now be the exclusive betting, fantasy sports and free-to-play partner for MLF’s tournaments.
It is the operator’s fifth partnership with a professional sports league.
In sponsoring the Angler of the Year Award, Bally’s will be providing the winner with the $100,000 in prize money. Bally’s will also have the right to stream MLF events on its platforms, and its technology will drive free-to-play fantasy fishing games beginning in the 2022 season.
The move into the gaming industry marks a first for professional fishing.
MLF President and CEO, Jim Wilburn, struck a positive tone as he noted that the news indicates the rising profile of this sport: “As we ready for the start of our 2022 season, our partnership with Bally’s will offer our loyal fans and anglers another unique avenue to engage with professional fishing and the Bass Pro Tour.
“This partnership marks an important moment for Major League Fishing in the growing US gaming and sports betting sectors.”
Bally’s, too, acknowledged that the move will benefit the Bally’s brand and its multiple platform. COO of North America for Bally Interactive, Adi Dhandhania, commented: “We know how passionate the millions of recreational anglers are about the professional ranks of their sport.
“This integrated partnership is a perfect showcase for Bally’s, allowing us to leverage our sports betting, daily fantasy sports, and free-to-play games to enhance the fishing fan experience across MLF media and live events.”
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