The Cleveland Browns and Bally’s Interactive, a division of Bally’s Corporation, on Tuesday unveiled a long-term partnership that features various fan-focused elements and establishes Bally’s as an official sports betting partner of the NFL team.
Pending appropriate licensing and regulatory approvals, the two parties said their collaboration will be highlighted by a branded Bally’s lounge at FirstEnergy Stadium, the launch of the mobile Bally Bet Sportsbook app in Ohio, and free-to-play gaming opportunities for fans in the state.
The Browns and Bally’s said they are in the process of identifying the location and specific fan accommodations for the Bally-themed lounge at FirstEnergy Stadium, details for which will be finalized in the coming months.
In accordance with all applicable regulations, Browns fans ages 21 and up will have the ability to enjoy a collective sports betting experience within the new space on gamedays while watching on-field action from across the league.
As the team’s designated sports betting operator, pending appropriate licensing and regulatory approvals, Bally’s will launch a mobile sports betting app for fans to place wagers on sporting events anywhere in the stadium and throughout Ohio.
In addition, the partnership will encompass a variety of fan engagement activations, including digital content and a free-to-play predictor game, which will give registered users the opportunity to earn special Browns-themed non-cash promotional prizes.
More details on the partnership and fan activations will be available soon, officials said.
With sports betting anticipated to be operational in Ohio by January 1, 2023, the Browns and Bally’s say they are preparing to have all partnership elements fully accessible to fans on the first officially permitted date.
The partnership with the Browns marks the 18th US state in which Bally’s will have market access for online sports betting.
“In addition to their incredible resources and expertise, Bally’s Interactive has the fan-first mindset that is consistent with our focus and pivotal to creating successful, fully-integrated sports betting experiences, and we look forward to supporting Bally’s efforts to provide these innovative opportunities to Browns fans and all sports fans in Ohio in the near future,” Haslam Sports Group Executive Vice President and Chief Operating Officer Dave Jenkins said in a statement. “As we continue to work closely with sports betting regulators in our state to ensure a responsible and timely launch, we are excited and confident that our partnership with Bally’s ultimately will offer benefits to fans throughout Cleveland and Ohio.”
Adi Dhandhania, Chief Operating Officer of North America for Bally’s Interactive, added: “We are excited to partner with such a historic pro football franchise to secure sports betting market access in Ohio, and bring to its fan base more ways to engage through our online gaming platforms. The Browns’ stadium and gameday atmosphere provide a great opportunity for us to showcase our Bally Bet Sportsbook app and Bally Play products in Ohio.”
