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Bally Sports pens broadcast deal with BetMGM


Bally Sports, a division of Sinclair Broadcast Group, has entered into a partnership with sports betting and igaming operator BetMGM.

Under the arrangement, Bally Sports will broadcast a new sports betting program – ‘Live on the Line, Powered by BetMGM’ – across its 19 regional sports network brands in the US and the accompanying Bally Sports app.

The program will also appear on Stadium, Sinclair’s 24/7 multi-platform sports network.

Live on the Line, Powered by BetMGM will deliver up-to-date information for the viewers, as well as entertainment-based content for casual fans.

The show will feature custom BetMGM graphics, set integrations and interactive elements, while guests will include BetMGM celebrity and athlete brand ambassadors, odds experts and RSN guest analysts.

Launched in March last year, Bally Sports took on the Bally brand after Bally’s Corporation acquired the naming rights to the business.

“This marks a significant step for the company as we combine resources across our sports portfolio to launch our first RSN-wide sports betting program,” Bally Sports president Steve Rosenberg said.

“Our collaboration with BetMGM further builds upon our programming strategy to offer fans new, informative and entertaining content that aims to drive increased interest around our live game broadcasts.”

BetMGM chief revenue officer Matt Prevost added: “We’ve found a great partner in Bally Sports and are confident that Live on the Line is going to be one of the industry’s leading sports betting-centric shows.”

In related news, Caesars Entertainment has announced that it is to rebrand its Bally’s Las Vegas in Nevada as the Horseshoe Las Vegas.

The rebrand forms part of a wider, multi-million-dollar project at the casino, which will also include a renovated exterior, new entertainment and food and beverage amenities, as well as a reimagined casino floor and public areas.

Work is due to begin in spring and the transformation project should be complete by the end of 2022.

“Since 1951 Horseshoe Casinos have been home to the best odds, highest limits, and biggest jackpots,” property general manager and senior vice president, Jason Gregorec, said. “So, it’s fitting that we bring Horseshoe back to Las Vegas, and right on the Las Vegas Strip.”

Caesars sold the Bally’s brand to Twin River Worldwide Holdings in October 2020, with the latter changing its name to Bally’s Corporation and adding the Bally’s name to its properties. Caesars retained a perpetual license to use the brand at its Las Vegas Strip property as part of the deal.

Caesar’s regional president Sean McBurney said: “Bringing the Horseshoe brand back to life in Las Vegas allows us to celebrate both our history and our future. 2022 starts a new era for the Caesars Entertainment empire in Las Vegas, one being heralded by the return of Horseshoe.”

Earlier this week, Bally’s received an acquisition proposal from minority shareholder Standard General, valuing the business at $2bn.