Bet365, Hard Rock Atlantic City Form Sports Betting Deal

One of the top sports betting companies has formed a partnership with a major Atlantic City casino in a move that brings another powerhouse betting combination to New Jersey.

Bet365 has partnered with Hard Rock Atlantic City to help expand the casino’s sports betting offerings. The casino, which opened last month on the site of the former Trump Taj Mahal, doesn’t have a sportsbook yet. This deal means that shouldn’t last for long.

A letter disclosed by the New Jersey Division of Gaming Enforcement indicates Bet365 and the Hard Rock began an agreement last month that will last through the end of July. Final details are contingent on approval for from state regulators for Bet365’s role. Bet365 is a major player in international gaming with a strong reputation, so it’s unlikely this will present much of an obstacle.

When the two finalize their partnership they’ll join a growing list of major Atlantic City casinos that maintain deals with leading gaming providers. William Hill is partnered with Ocean Resort Casino and Resorts Casino Hotel has deals with daily fantasy provider DrafKings as well as sports betting technology provider SBTech.

Important Opportunity for Hard Rock

Sports betting will be an important factor for the Hard Rock’s viability in an increasingly crowded New Jersey sports betting lineup.

The 4.2 million-square-foot facility includes not just a gaming area, but a hotel, retail space, restaurants and a 7,000-seat entertainment arena. It will look to stand out from eight other Atlantic City casinos with its massive size as well as performances from high-profile entertainers like Pitbull and Carrie Underwood, who performed shortly after it opened.

That hasn’t included a sportsbook for its opening last month, putting it behind its competitors like the Borgata, Resorts and Ocean Resort, which have already established frameworks for taking sports bets or are doing so already.

The deal with Bet365 is the first step to change that. Not many details about the partnership have been publicly released, but its likely both parties will work to have something up and running by the fall football season, far and away the most popular sport for American bettors.

Atlantic City Comeback Continues

The first sports bet at the Hard Rock will continue the revitalized Atlantic City gaming industry and the growth of New Jersey gambling as a whole.

Hard Rock’s opening put the bankruptcy and financial problems of the former Trump Taj Mahal in the past, stoking optimism that its opening this summer, along with the revitalized Ocean Resort, will help turn around Atlantic City. Sports betting is adding fuel to the fire, and gaming stakeholders are already impressed with the amount of money wagered and the secondary impact wagering on sports has on other tourism industries like hotels and restaurants.

New Jersey’s broad legalized online casino-style gaming laws have already sparked new revenue opportunities across the Garden State. The industry brings in millions of dollars each month and state officials are excited to see the potential sports betting will bring.