Mercury views betting as a game-changer for the WNBA.
It has been nearly two years since the Phoenix Mercury made history in Arizona sports betting by becoming the first women’s professional sports team to enter a wagering partnership.
In 2021, the three-time WNBA champions made headlines by partnering with Bally Bet, one of the 17 approved mobile sportsbooks in Arizona after Fubo Sportsbook shut down in the previous year.
Dan Costello, the executive vice president of the Phoenix Suns and Mercury, confirmed that the partnership between Mercury and Bally Bet is still strong after about 21 months.
Costello expressed to yengols.com the excitement of their partnership with Bally Bet, highlighting its emphasis on storytelling, women’s basketball, and promoting opportunities for women in sports. The collaboration aims to share compelling narratives, exclusive content, and player insights within the sport, ultimately driving higher engagement, interest, and a positive reputation for Bally’s brand.
The Mercury’s engagement was evident on Tuesday night as they hosted the Seattle Storm in their second home game of the WNBA season.
For instance, take a look at the Bally Bet logo showcased in the courtyard near a basketball hoop at Footprint Center. The space was lively with fans of the Mercury, spanning all age groups, playing the giant “Pop-A-Shot” game. Some were also exploring the team shop in the corner, which now occupies the area that was once reserved for expensive seats.
Costello stated that the courtyard, revealed at Footprint Center soon after the Mercury secured a multi-year partnership with Bally Bet, exemplifies the influence that Arizona betting applications have had on the team.
Costello stressed the importance Bally Bet places on providing a top-notch experience and high-quality content, especially in highlighting the excitement of sports. Partnering with them as the presenting sponsor for their courtyard not only offers a chance for engagement, but also allows visitors to actively interact with the area. With prominent visibility on television and a strong impact, this setup perfectly represents the shared values of Bally Bet and the Mercury.
The impact of Mercury Basketball on the sports betting industry.
Costello and Jeffrey Brogan, general manager of the FanDuel Sportsbook Arizona retail facility at Footprint Center, are optimistic about the sports betting opportunities presented by the Mercury and WNBA.
Brogan provided statistics to back up his claim, stating that there has been a notable increase in WNBA betting on FanDuel Sportsbook over the past year. This growth is in line with the company’s continued focus on expanding betting options.
Brogan observed a significant increase in interest in the WNBA, citing a 270% rise in bet count and a 100% increase in overall handle compared to the previous year. He believes that with each season, WNBA betting will continue to attract more and more sports bettors.
The Future of WNBA Betting
Despite Bally Bet representatives remaining silent on their partnership with the Mercury, Brogan expressed FanDuel Sportsbook’s excitement over the growing betting interest in the league in recent years.
FanDuel Sportsbook Arizona now offers a wider variety of betting options and promotions, including player props and single-game parlays for WNBA games all season long.
Brogan pointed out that the availability of a wide range of betting options increases fan interest in sports leagues. As an example, there are live season win totals for all 12 WNBA teams, giving fans the opportunity to bet on any team, even if the season is already underway.
So, our strategy is to treat the WNBA just like any other men’s professional sports league.
Costello and the Mercury’s front office are consistently working towards growing the team’s brand both within the state and beyond. This is exemplified by their recent television deal and collaboration with Bally Bet for sports betting.
Costello mentioned that the club has already seen significant benefits from the recent TV deal, pointing out that the viewership numbers have exceeded those from previous years when the team aired games on Bally Sports Arizona.
Costello sees sports betting as a means to enhance fan involvement and maintain their interest in the Mercury and WNBA throughout the summer as the team strives for another league championship in 2023.
Costello expressed their belief that pie will experience accelerated growth by aligning itself with the rapid expansion of the WNBA and the Mercury. Their goal is to become the benchmark for excellence in the industry and establish themselves as a top-tier franchise, with a focus on community engagement and enhancing sports betting and TV viewership.
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Author
Peterson Christopher has spent more than seven years reporting on sports and sports betting in Arizona for publications such as ArizonaSports.com, the Tucson Weekly, and the Green Valley News. He currently holds the position of lead writer at yengols.com.
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