Two businessmen shaking hands
Two businessmen shaking hands

Penn Interactive has expanded its relationship with NASCAR to give it access to the Arizona market, while Sportradar has signed a deal with Bally’s Interactive. [Image: Shutterstock.com]

Two significant deals

Penn Interactive now has sports betting market access in Arizona after the extension of a strategic alliance with NASCAR and partnering with the Phoenix Raceway. In other news, Sportradar announced a five-year sports betting deal with Bally’s Interactive on Thursday via Twitter:

Penn Interactive, a subsidiary of Penn National Gaming, announced its multi-year agreement with the Phoenix Raceway on Wednesday. Through this arrangement, Penn’s Barstool Sportsbook will become the Phoenix Raceway’s exclusive sportsbook. Pending regulatory approval, the operator will also gain access to the online sports betting sector in Arizona when it launches.

As part of its new deal, Sportradar will provide Bally’s Interactive with access to all of its pre-game betting services, live betting services, and content solutions portfolio. Bally’s Interactive is using this data portfolio as part of its goal to become one of the biggest operators in the North American sports betting sector.

Sportradar is one of the leading companies for providing sports betting-related products and services. Bally’s Interactive is in charge of Bally’s Corporation’s online casino, sports betting, daily fantasy sports, and free-to-play offerings.

A comprehensive deal in Arizona

While acting as the Phoenix Raceway’s exclusive sportsbook, Barstool Sportsbook is set to actively promote odds for NASCAR races. There will be unique odds boosts and promotions available to racing fans in Arizona, Barstool Sportsbook on-track signage, and exposure on NASCAR’s various digital channels.

Penn National is the largest regional gaming operator in the United States. It currently has 42 properties across 20 states. Penn Interactive is in charge of the company’s online and retail sports betting operations, as well as online casinos. The Barstool Sportsbook is currently online in four states.

Phoenix Raceway president Julie Giese spoke about how the mission of the Phoenix Raceway is to deliver the best possible fan experience. After this new agreement with Penn, she said: “Our partnership with Penn National Gaming and Barstool Sportsbook takes this to another level. It will help us continue our mission of redefining the way we engage fans and connect with new audiences.”

access to a best-in-class sports entertainment facility in Phoenix Raceway”

Penn Interactive senior vice president Jon Kaplowitz also commented on this deal. He spoke about how the new agreement will help to engage Arizona’s passionate fan base “while having access to a best-in-class sports entertainment facility in Phoenix Raceway.”

Penn National has had a relationship with NASCAR since becoming the racing organization’s first-ever authorized gaming operator last year. Penn National is also the title sponsor for the Kansas Speedway until 2026. Following the announcement of the new deal with the Phoenix Raceway, NASCAR chief digital officer Tim Clark spoke about how invested Penn National has been to date in helping to grow NASCAR’s position in the sports betting world.

Bally’s looking at expansion

Speaking about his company’s deal with Bally’s Interactive, Sportradar US betting managing director Neale Deeley said: “We are confident that Bally’s Interactive will continue to expand and deliver an engaging, dynamic sports betting experience to their customers.”

Sportradar already has similar agreements in place with other notable US sports betting operators.

Bally’s Corporation senior vice president of strategy and interactive Adi Dhandhania also gave his thoughts on this agreement. He spoke about how getting access to Sportradar’s comprehensive suite of betting data will help Bally’s Interactive to enhance its content and product offerings.

Bally’s Interactive has only started out on its mission to take a significant market share of the US sports betting market. It had its first online sportsbook launch in May in Colorado and a beta launch for its Bally Bet online sportsbook in Iowa last month. It has plans to enter numerous additional states this year and next year.

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