• Loading stock data...
Sunday, February 16, 2025

Sinclair to Rebrand Fox Sports RSNs Under Bally’s Corp. Deal

  • Bally’s will pay a reported $85 million over 10 years for naming rights.
  • The operator also acquired online sports betting software company Bet.Works.
Noah K. Murray-USA TODAY NETWORK

Over a year after purchasing the 21 Fox Sports regional sports networks, Sinclair Broadcast Group has a deal with casino operator Bally’s Corp. to rename them Bally Sports. The agreement is still subject to the approval of MLB, the NBA and NHL. 

Bally’s will reportedly pay Sinclair $85 million over 10 years for the naming rights, but the deal is not exclusive; the broadcaster can still sell ads and partner with other betting operators.

Bally’s brand will be promoted across Sinclair’s 190 broadcast TV stations as well as the Tennis Channel and its sports streaming platform Stadium. 

Sinclair will also get a 15% stake in Bally’s and have the rights to pick up another 15% if certain performance targets are met, as well as a percentage of the operator’s interactive marketing spend. 

The long-term plan is for viewers to be able to bet on games through an online Bally’s tool directly from their TVs. Bally’s is also buying sports betting software company Bet.Works for $125 million, according to Bloomberg.

“This arrangement represents an opportunity to revolutionize the U.S. sports betting, gaming and media industries,” Bally Chairman Soo Kim said in a statement.

“Sinclair, with its broad holdings of stations, channels and RSNs, provides immediate, national brand recognition that will support the development of Bally’s player database for both our traditional casinos as well as our future online offerings, and ultimately deliver significant shareholder value. We look forward to integrating our first-in-class, omni-channel sports betting and iGaming offerings with Sinclair’s expansive broadcast network to create a more engaging and tailored experience for sports fans, positioning Bally’s to become one of the top U.S. sports betting and iGaming operators.”

Sinclair bought the Fox Sports RSNs, as well as the Marquee Network and YES Network, in August 2019 for $9.6 billion, but wrote down their value to $4.23 billion earlier this month. Walt Disney was required to sell the networks to clear its acquisition of 21st Century Fox.

Since the end of the 2020 MLB, NBA and NHL seasons, the RSNs have been dropped by Dish Networks, Hulu and YouTube TV.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Formula-1-cars-USA-Grand-Prix

ESPN Reportedly Losing F1 Rights; NBC and Netflix in Talks

The network has broadcast the sport in the U.S. since 2018.

DraftKings Turns First Full-Year Profit, Stock Up 47% in 2025

The company’s sports betting business continues to grow despite headwinds.
exclusive

Shaquille O’Neal, TNT Agree to Extension Worth Over $15M/Year

Shaq’s Inside the NBA will be licensed to ESPN next season.
DraftKings app

Lawsuit Says DraftKings VIP Program ‘Preyed On’ Gambling Addicts

The company’s being sued for negligence and intentional infliction of emotional distress.

Featured Today

Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team United States forward Matthew Tkachuk (19) and Team Canada forward brandon Hagel (38) fight in the first period during a 4 Nations Face-Off ice hockey game at the Bell Centre.

Inside the Push for the NHL’s Next Era of International Competition

Players have been clamoring, and the league is all in.
Aug 11, 2024; Paris, France; Medals are carried out on Louis Vuitton trays after the women's volleyball gold medal match during the Paris 2024 Olympic Summer Games at South Paris Arena
February 16, 2025

LVMH’s New Push: World’s Most Powerful Luxury Group Is Coming for Sports

LVMH is making long-term deals—and they’re not done.
Feb 18, 2024; Indianapolis, Indiana, USA; Eastern Conference guard Damian Lillard (0) of the Milwaukee Bucks reacts after a play during the second half of the 73rd NBA All Star game at Gainbridge Fieldhouse.
February 15, 2025

The NBA’s Latest Attempt To Solve the All-Star Game Conundrum

A new mini-tournament on a lame-duck network may not solve the problem.
Jan 9, 2025; Pittsburgh, Pennsylvania, USA; Edmonton Oilers center Connor McDavid (97) checks Pittsburgh Penguins center Sidney Crosby (87) during the third period at PPG Paints Arena
February 11, 2025

‘Important’ 4 Nations Face-Off Can Be NHL’s All-Star Antidote

“The stars have been lobbying the league for an event like this.”

YouTube TV, Paramount Agree on New Deal

The multiyear distribution agreement resolves an increasingly fractious carriage dispute.
February 13, 2025

YouTube TV, Paramount Reach Temporary Extension to Avoid Blackout

YouTube TV subscribers can breathe a sigh of relief—for now.
Feb 13, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team USA forward Brady Tkachuk (7) celebrates with his teammates his goal against Team Finland in the third period during a 4 Nations Face-Off ice hockey game at Bell Centre
February 14, 2025

NHL 4 Nations Face-Off Viewership Outstrips ESPN All-Star Games

In Montréal and on their TVs, hockey fans are buying in.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
February 13, 2025

Dallas Teams Ditch RSNs for New Models. Will Others Follow?

The Metroplex is a crucible of a broader wave of industry change.
Kanye West
February 13, 2025

Fox Breaks Silence on Kanye Super Bowl Swastika Ad

The ads ran in at least four markets, three operated by Fox.
February 13, 2025

YouTube TV Faces CBS Blackout As March Madness, Masters Loom

The carriage dispute threatens viewer access to several major sports events.
February 13, 2025

Vice TV Signs BYB Bare Knuckle Boxing Amid Surprising Sports Pivot

Vice Media Group filed for bankruptcy in 2023.