Sinclair to Rebrand Fox Sports!


Regional networks as Bally Sports

Sinclair Broadcast Group and Bally’s Corporation have collectively shown the new Bally Sports emblem and Bally Sports regional monikers for Sinclair’s owned and operated regional sports networks (RSNs). The Bally Sports regional symbols will replace the present FOX Sports regional symbols once the networks formally rebrand in the forthcoming months.

“We’re pleased to unveil the Bally Sports emblem as it represents a new, transformative chapter at the regional sports industry and is representative of our cohesive partnership with Bally’s,” states Steve Rosenberg, President of Local Sports, Sinclair Broadcast Group. “The forthcoming rebrand throughout our RSN footprint is extremely exciting, not just for our whole portfolio, but also for loyal sports fans throughout the nation.”

Produced in concert with Interbred, Bally’s advertising consultancy team, the all-new Bally Sports emblem features the iconic red bally script beneath a reddish ‚Äúsport” typography. The Bally Sports emblem design also functions as the basis for its RSN logos by positioning the worldwide emblem over a dominant red banner using the corresponding geographical title overlaid in white.

Fox Sports Sun rebranded

Rolling out Bally

“Rolling out Bally’s iconic emblem across Sinclair’s regional sports programs is a profitable initial step in a transformational partnership that will reevaluate the U.S. sports betting, gaming and media businesses,” states George Papanier, President and Chief Executive Officer of Bally’s Corporation. “We anticipate incorporating Bally’s exceptional content, for instance, award-winning daily dream sports stage we’re getting from Monkey Knife Fight across Sinclair’s live match day policy and providing unrivalled sports gamification to a nationwide scale.”

Included in this rebrand, two Sinclair RSNs will transition into new geographical monikers if Prime Ticket becomes Bally Sports SoCal, and Sports Time Ohio becomes Bally Sports Great Lakes. The moves come in an attempt to further align with the areas with their authentic geographic roots and the new Bally’s venture.

In November 2020, Bally’s and Sinclair declared a long-term strategic venture that could unite Bally’s vertically-integrated, proprietary sports gambling technologies with Sinclair’s grand marketplace footprint, inclusive of 188 local broadcast channels, 19 owned and managed RSNs, STIRR, Tennis Channel and Stadium. The statement comprehensive plans for Bally’s and Sinclair to make unrivalled sports gambling and gamification content onto a nationwide scale, placing Bally’s as the greatest omni-channel gaming firm with bodily casinos, online sports gambling and iGaming solutions combined under one brand. The partnership also declared a significant landmark for Sinclair’s portfolio, setting the platform for additional gamification of live sports to give viewers a first-of-its-kind interactive viewing experience.

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