Bally's gets Ohio sports betting market access, plans new lounge at Cleveland Browns stadium

NFL’s AFC North division team Cleveland Browns has established a new multi-faceted partnership with Bally’s Interactive, a division of gaming giant Bally’s Corp., prior to the launch of sports betting in Ohio. The long-term agreement includes market access, mobile sports betting, a lounge at FirstEnergy Stadium, and branded free-to-play games.

The deal, unveiled on Tuesday, establishes Bally’s interactive division as an official sports betting partner of the Cleveland pro sports team and features various “fan-focused elements,” pending appropriate licensing and regulatory approvals.

"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," said Haslam Sports Group Executive VP and COO Dave Jenkins. The group, established by entrepreneurs Jimmy and Dee Haslam, has owned the franchise since 2013.

The new collaboration with Bally’s will be highlighted by a branded lounge at multi-purpose FirstEnergy Stadium, home of the NFL team. It will also see the launch of the mobile Bally Bet Sportsbook app in Ohio, and free-to-play gaming opportunities for fans in the state.

We're proud to announce a long-term agreement with Bally's Interactive to become an official sports betting partner

— Cleveland Browns (@Browns) April 26, 2022

"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 will ultimately offer industry-leading benefits to fans throughout Cleveland and Ohio,” added Jenkins.

The Browns and Bally’s are currently identifying “the location and specific fan accommodations” for the Bally-themed lounge at FirstEnergy Stadium, according to a press statement. Details for this new amenity will be finalized in the coming months.

The new lounge is set to permit Browns fans aged 21 and up “to enjoy an exciting collective sports betting experience” within the space on gamedays, while watching on-field action from across the league. Bally’s has said that the Browns’ stadium and gameday atmosphere provides “a great opportunity” for the company to showcase its sportsbook app and products in Ohio.

"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,” commented Adi Dhandhania, Chief Operating Officer of North America for Bally's Interactive.

🚨 BREAKING 🚨

Bally's Interactive is joining the Dawg Pound in a multi-year agreement with the @ClevelandBrowns!

Highlights include Bally Bet market access in Ohio and a branded Bally Bet Sportsbook lounge within FirstEnergy Stadium.

More details: https://t.co/be2pjmBsSt. pic.twitter.com/cWmmqd7Q7Q

— Bally Bet (@BallyBet) April 26, 2022

As the team’s designated sports betting operator, Bally’s will launch, pending appropriate licensing and regulatory approvals, a mobile sports betting app “for fans to place wagers on sporting events anywhere in the stadium and throughout Ohio.”

Additionally, the partnership will encompass a variety of fan engagement activations. These include unique 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 these fan activations will be available “soon,” both parties said. Sports betting is anticipated to launch in Ohio by January 1, 2023, and thus both the Browns and Bally’s are committed to having all partnership elements accessible to fans “on the first officially permitted date.”

The new partnership with the Browns marks the 18th state in which Bally’s would have market access for online sports betting in the US. Among them is New York, which has quickly become the nation’s top market for sports betting. While the company secured a license in the Empire State last year, it is the only sportsbook that hasn’t launched yet in that market.