Browse articles by topic

Bally’s and Sinclair rebrand regional sports networks


Bally’s Corporation has revealed the new logos and names for Sinclair Broadcast Group’s regional sports networks across the US, as part of a recently announced strategic partnership between the two parties.

Agreed in November 2020, the deal combines Bally’s sports betting technology – acquired through its $125m Bet.Works deal – with Sinclair’s local broadcast stations and live regional sports networks.

In line with this arrangement, the networks will be rebranded from Fox Sports to Bally Sports over the coming months.

Two of Sinclair’s regional sports networks will also transition to new geographic monikers, with Prime Ticket to become Bally Sports SoCal, and Sports Time Ohio Bally to change to Sports Great Lakes

In addition, content that previously featured on Fox Sports Carolinas and Fox Sports Tennessee, two limited part-time channels serving the South region, will be moved to two, rebranded full-time networks.

New Bally Sports logo

Fox Sports South will be renamed as Bally Sports South and Fox Sports Southeast will take on the new brand Bally Sports Southeast.

Upon rebranding, the Sinclair-owned and operated regional sports networks portfolio will comprise 19 network brands.

“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,” Bally’s president and chief executive George Papanier said.

Sinclair’s president of local sports, Steve Rosenberg, added: “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.”

Confirmation of the rebrand comes after Bally’s this week brokered a deal to acquire North America’s third-largest daily fantasy sports operator, Monkey Knife Fight.