Bally’s Corporation, the US betting and gambling powerhouse, has agreed a long-term partnership with the Phoenix Mercury, of North America’s Women’s National Basketball Association.

Under the agreement, described as deal the largest official team sponsorship in the history of women’s sports, Bally’s will serve as the exclusive sports betting partner of the franchise for the next 15 years.

The deal is reported to be worth a total of $66 million. 

Once the Mercury receive a mobile sports betting licence from the Arizona Department of Gaming, Bally’s will host and manage an online and mobile sports betting service in Arizona, operate a retail sportsbook in the vicinity of the Phoenix Suns Arena, and promote its business in connection with Mercury games.

The partnership marks Bally’s first betting access deal with a professional women’s sports team, and gives the company market access to a 15th state.

Jason Rowley, Mercury chief executive and president, said: “We are very excited to partner with Bally’s on this enormous step forward in the advancement of women’s sports.

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“Bally’s and the Phoenix Mercury strongly believe that a ground-breaking partnership of this magnitude accelerates the momentum surrounding women’s sports, creates a bigger platform for the Mercury, while delivering fan engagement on an unprecedented scale in women’s sports.”

Within the past year, Bally’s has developed a strong presence in the sports scene in the liberalised US betting market, securing notable partnerships with the NBA, ice hockey’s NHL and baseball’s MLB.

The company had already stepped up its activity having made several acquisitions in the betting sector, and agreed a naming rights sponsorship deal for the 19 Sinclair regional sports networks.

Meanwhile, the Big3, the US professional 3-on-3 basketball league founded by famous rapper Ice Cube, has named Taco Bell, the restaurant chain, as its latest sponsor.

Taco Bell will be the league’s official restaurant partner for its fourth season, which begins on 10 July.

The chain will benefit from in-game, broadcast, and social branded content, as well as courtside signage and activations.

The Big3 named Monster Energy as its official energy drink earlier this year, its first partnership within the category.