Sinclair Broadcast Group And Bally’s rebrand regional sports networks

Bally’s Corporation has announced the rebranding of Sinclair Broadcast Group’s regional sports networks in the US.

Bally’s Corporation has revealed the new names and logos for Sinclair Broadcast Group’s regional sports networks in the US.

This comes after Bally’s announced plans to acquire the third-largest daily fantasy sports provider in North America, Monkey Knife Fight, earlier this week.

The rebranded networks

In November 2020, Bally’s and Sinclair agreed a deal which would combine the sports betting technology Bally’s acquired through its $125m Bet.Works deal with Sinclair’s local broadcast stations and live regional sports networks.

According to the announcement, in the coming months, the networks will be rebranded from Fox Sports to Bally Sports. In addition to this, two of the broadcaster’s regional sports networks will be rebranded. Prime Ticket will become Bally Sports SoCal while Sports Time Ohio will change to Bally Sports GreatLakes

The move will also see two limited part-time channels serving the South region – FOX Sports Carolinas and FOX Sports Tennessee – change to streamline program offerings. Fox Sports South will be rebranded as Bally Sports South while Fox Sports Southeast will take on the new name Bally Sports Southeast. Both of these will become full-time networks to service the wider region.

Once the rebranding is complete, the Sinclair-owned and operated regional sports network portfolio will include 19 network brands.

Bally’s president and chief executive George Papanier said: “Rolling out Bally’s iconic logo across Sinclair’s regional sports networks is a rewarding first step in a transformational partnership that is going to revolutionize the US sports betting, gaming and media industries.

“We look forward to integrating Bally’s unique content, including the award-winning daily fantasy sports platform we are acquiring from Monkey Knife Fight, across Sinclair’s live game day coverage and providing unrivaled sports gamification on a national scale.” 

Sinclair’s president of local sports, Steve Rosenberg, added: “We are extremely proud to unveil the Bally Sports logo as it signifies a new, transformative chapter in the regional sports business and is representative of our cohesive partnership with Bally’s.

“The upcoming rebrand across our regional sports network footprint is incredibly exciting, not only for our entire portfolio, but for loyal sports fans across the country.”

Bally’s deal with Sinclair

In November 2020, Bally’s and Sinclair announced a long-term strategic partnership that would combine Bally’s sports betting technology with Sinclair’s market footprint. 

The announcement detailed plans for Bally’s and Sinclair to create sports betting and gamification content on a national scale, with the intention of positioning Bally’s as a major online gambling operator bringing sports betting and online casino gaming under one brand.

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