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The changes also coincide with the start of baseball season. “Considering the financial situation Sinclair found itself in with cord cutting accelerating and subscription fees diminishing, selling the name was a needed move financially.” “There is great value to the game because of the many impressions it will get across their channels and in other broadcasts (credits on highlight clips),” said Marc Ganis, the co-founder of Chicago-based consulting group Sportscorp. By the end of the year, Bally’s will own and manage 15 casinos in 11 states, most of which already have legalized sports gambling. The partnership also makes sense for Bally’s Corporation, which signed a 10-year naming rights agreement with Sinclair last November. “Also, in this case we wanted to find a partner since we didn't have a brand ourselves in mind, and we wanted to create value out of the brand itself.” “Fox was eager for us to rebrand, but just from a practical perspective it’s no small feat when you're switching over all of the websites, apps, studios and signage,” he said. Chris Ripley, president and CEO of Sinclair Broadcast Group, said the process of switching over the networks, from updating graphics to getting a consistent look for studios, was going to take time. It is the largest rebrand since the SportsChannel networks became a part of Fox Sports in 1998.Īs part of the acquisition, Sinclair could use the Fox Sports name for only 18 months. Those regional networks that fall under the Bally Sports banner hold the local rights to 42 professional teams - 16 NBA, 14 MLB and 12 NHL. Disney was required by the Department of Justice to sell the networks in order for its acquisition of 21st Century Fox's film and television assets to be approved. The rebranding of 19 regional networks has been nearly a two-year process after they were purchased by the Sinclair Broadcast Group from Walt Disney Company for $10 billion in 2019. Most of the regional sports networks began a new chapter Wednesday as they switched over from Fox Sports to Bally Sports.
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