Twin River acquires the Bally’s brand

Twin River will rebrand several properties with the Bally's name.
Twin River will rebrand several properties with the Bally's name.

The deal means Twin River will be able to preserve Bally’s branding at the Atlantic City casino it bought earlier this year.

US.- Twin River Worldwide Holdings has acquired the Bally’s brand from Caesars Entertainment and will rebrand a number of its properties under the name.

While the exact properties to be rebranded have not yet been revealed, the acquisition will permit Twin River to preserve the Bally’s branding at the Atlantic City casino it bought from Caesars in April.

The deal allows Caesars to retain the Bally’s brand on its Las Vegas property, Bally’s Las Vegas Hotel & Casino, through a perpetual licence agreement.

Twin River has completed several deals this year to expand in the US market. Most recently, the Rhode Island-based company acquired Jumer’s Casino & Hotel, owned by Delaware North, in Illinois.

Speaking of the latest deal, a spokesperson for Twin River said: “Twin River is very excited about its acquisition of the iconic Bally’s brand and looks forward to providing updates as the rebranding process unfolds.”