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Sports Betting

Bet365 strike a partnership with Hard Rock for sports betting

Bet365 Group has reached a deal with the newly-opened Hard Rock Hotel & Casino Atlantic City to provide sports betting services.

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The partnership was detailed via a letter released by the New Jersey Division of Gaming Enforcement (DGE) on Tuesday.

The letter revealed that the two companies received provisional approval from DGE to conduct sports-betting business, with the partnership valid until 31 July. The partnership could be extended, however, should Bet365 obtains a license to operate in New Jersey.

Bet365 competitor William Hill, one of Britain biggest bookmakers, is already taking bets in Nevada and New Jersey. Paddy Power, Betfair, Kambi, and SB Tech have been trying to seal betting deals in the US gambling market.

The US Supreme Court lifted a federal ban on sports wagering in May, leaving it up to individual states to decide whether to allow sports betting. New Jersey was one of the first states to make it legal.

Jim Allen, the chief executive of Hard Rock International, told the New York Times in June that the Hard Rock was planning a partnership with a company that would run a sports book in the new casino. He said sports bets would provide a "modest boost" to profits and were expected to draw people into the casino during the Super Bowl and other events.

Hard Rock Atlantic City casino, formerly known as the Trump Tak Mahal, launched their internet gambling services on Tuesday, days after opening their doors to punters.

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