Deal Them In: MiLB Signs Bally’s As League’s First Gaming, Fantasy Partner
Friday, March 31, 2023 at 07:02PM By Barry Janoff
March 31, 2023: Calling it a “unique in-stadium and at-home experience,” Minor League Baseball has signed a multi-year partnership that names Bally's the first “national media rightsholder and exclusive fantasy and gaming partner of MiLB.”
The multimedia partnership provides Bally's Corp. with live broadcast and exclusive free-to-play gaming content rights across its digital platforms and strategic partner channels.
Bally’s said that when coupled with its social and interactive features, “will provide MiLB fans with a unique in-stadium and at-home experience.”
Financial terms of the alliance were not revealed.
"Since assuming operations of Minor League Baseball in 2021, we've focused on growing the reach and awareness of our impressive young prospects and iconic MiLB teams,” Kenny Gersh, MLB evp-media and business development, said via the league.
“Bally's Corporation will be a critical partner for us in achieving that goal, providing extensive distribution of live MiLB broadcasts and enhancing the fan experience with fun and predictive free-to-play, fantasy, and real-money games that uphold the integrity of the sport."
The Bally’s alliance follows MiLB signing a multi-year deal this past week with Wyndham Hotels becoming MiLB’s “official hotel partner and official hotel loyalty partner,” and a three-year pact with FanCompass to “provide all 120 MiLB clubs a cross-functional digital revenue solution for digital marketing, ticket sales, lead generation, and data collection.”
Under the terms of the partnership, Bally's receives the right to use MiLB's official marks in marketing as well as in-park signage, broadcast and digital exposure.
Bally's media rights also extend across select partner-owned linear and over-the-air channels.
The channels, which include local and regional broadcast stations nationwide, give Bally's Corp. customers limitless coverage of more than 7,000 MiLB blackout-free live games.
The partnership also extends to Bally Live, Bally's new proprietary platform. With Bally Live.
People attending MiLB games in person and those choosing to join from outside simultaneously can watch the game and use the app's chat and watch party features.
MilB said these “unique and immersive tools are geared to drive greater interest in the game, both in and out of the ballpark.
The Bally Live app is currently available for download on iOS and Android. Fans can follow us on social media by using #ballylivenow.
People engaging in Bally Live activities — including free-to-play, trivia, and other predictor games — will be eligible to earn rewards through Bally Bucks, Bally's rewards points program, redeemable for experiential rewards and merchandise through the Bally Live app.
"This exciting partnership presents a remarkable opportunity for Bally's, MiLB, and the league's teams to come together and collaborate on delivering an exceptional experience for MiLB's more than 30 million fans across 120 teams and ballparks,” Soo Kim, chairman of Bally's corporation board of directors, said via the company.
“With a rich legacy of innovation, Bally's is dedicated to leveraging its expertise to elevate engagement and create truly immersive experiences that are sure to captivate and delight MiLB fans."
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