Bally’s, Sportradar Announce Colorado Partnership


Sportradar and Bally’s Interactive have announced a five-year U.S. sports betting agreement, part of Sportradar’s series of deals with leading sportsbooks around the country.

Bettors in Colorado and Iowa already can gamble on Bally’s app and mobile sportsbook, and Sportradar will provide Bally’s customers  with access to its complete pre-match betting services, live betting services, and content solutions portfolio. The deal with Sportradar is seen as key to fueling the growth and expansion of the Bally‘s betting products.

Bally’s officials say they expect to launch in two more states by the end of 2021, with more to come in 2022.

“Sportradar is proud to be working with Bally‘s Interactive,” Neale Deeley, managing director of U.S. Betting for Sportradar, said in a statement. “Given their vision and commitment to innovation, we are confident that Bally‘s Interactive will continue to expand and deliver an engaging, dynamic sports betting experience to their customers.”

Not even two years ago, Twin River was a relatively small casino company based in Rhode Island. But when Twin River purchased the Bally’s casino on the fabled Atlantic City Boardwalk in 2020, it promised $90 million in upgrades and announced it was switching to the Bally’s brand name for the entire company as well.

Since then, Bally’s has assembled more than a dozen casino properties, bought the Sinclair collection of 19 regional sports networks, and purchased daily fantasy sports provider Monkey Knife Fight. SportRadar, meanwhile, is a pioneer in legal sports betting, with more than 2,300 employees in almost two dozen countries and betting products used by partners in 83 different sports.

Bally’s rebranding Colorado properties

Earlier in July, Bally’s announced that the three casinos located in the mining town of Black Hawk — Golden Gates, Golden Gulch, and Mardi Gras — would be rebranded as Bally’s Blackhawk. The three properties were part of a $308 million transaction in May in which Bally’s acquired the Tropicana casino in Las Vegas as well as a casino in Rock Island, Ill.
Online sports betting is available at the three Black Hawk casinos via FanDuel (Golden Gates) and DraftKings (Golden Gulch), with both companies offering the wagering at Mardi Gras. The Bally’s branding also allows Colorado customers to use their rewards accounts to earn points at each casino — and the points can be redeemed at physical casino locations for various discounts and perks.
More than 20 legal sportsbooks have been approved in the state, giving Colorado residents a more robust menu of options than those living in most other states. One recent addition is PlayUp, which in May made Colorado its maiden offering out of many more planned, if all goes well.
While Nevada has ruled the legal gambling roost west of the Mississippi River for more than half a century, Colorado has taken hold as the runner-up in that half of the country in terms of its broad legal gambling regulations and its ability to attract gaming companies to the market. Australian company PointsBet, for instance, has moved its main corporate U.S. headquarters to Denver. And PointsBet’s partnership with the University of Colorado last year was described as the first ever between a sports betting operator and a major NCAA Division-I program — which is true if William Hill‘s marketing partnerships with UNLV and the University of Nevada-Reno don’t quite count.

John Brennan has covered NJ and NY sports business and gaming since 2002 and was a Pulitzer Prize Finalist in 2008, while reporting for The Bergen County Record.

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