Bally’s acquired the Association of Volleyball Professionals on Tuesday, continuing its unbridled expansion.
The conglomerate has been buying up all types of companies lately.
- It purchased SportCaller in February and plans to use the free-to-play sports game provider to launch its own games.
- That same month, Bally’s acquired Bet.Works for $125 million. The sports betting platform operates in Colorado, Iowa, Indiana, and New Jersey.
- It agreed to acquire online gaming operator Gamesys in March for $2.7 billion.
Over the past year, Bally’s has also been named an official sports betting partner of the NBA, MLB, and the NHL, signing multi-year deals with the three leagues.
The AVP is the longest-running and most famous beach volleyball tour in the U.S. but has experienced ups and downs. The organization was bought out of bankruptcy by Donald Sun for $2 million in 2012 after annual revenue reached nearly $25 million in 2008.
Bally’s will work with the AVP to help gamify beach volleyball for its sports betting business, as well as drive new viewers to its platforms.
Bally’s inked a 10-year, $85 million deal with Sinclair Broadcast Group last November and rebranded 21 regional Fox Sports channels under the Bally’s name.