Rebranding a network is no small feat in the best of times. Throw in a pandemic and a clock ticking down to Opening Day, and it’s going to be a photo finish for Sinclair to flip the Fox Sports RSNs to Bally Sports this week.
Sinclair Broadcast Group is preparing to rebrand its regional Fox Sports networks in the U.S. under the banner of Bally Sports, taking the name of casino operator Bally’s Corp. as sports media continues to establish closer ties with the gambling industry. The TV-station giant has begun a marketing campaign promoting the role the regional television networks play in delivering fans live games and other sports content about their local teams and players.
Sinclair will receive warrants and options for a minority stake in Bally’s, while Bally’s gains media and marketing access across Sinclair’s linear and digital properties. The 21 Fox regional sports networks will be rebranded using the Bally name.