Bally’s Corp., which rebranded Sinclair Broadcast Group’s regional sports networks under the Bally Sports name earlier this month, said Monday the companies will work collectively to sports wagering content that would air during non-game windows on the 19 networks.
Under a memorandum, Bally’s and Sinclair will work collectively to produce and broadcast the content on the Bally Sports networks. Financial terms were not disclosed.
In a statement, Bally’s Chairman Soo Kim said the programing would create “innovative ways to allow fans to further engage with the Bally’s brand.” He said the “engagement opportunities” would change a fan’s viewing experience.
“The gamification of live sports is the next phase of interactive gaming, and we look forward to continuing to create lean-in experiences for sports fans across the nation as our content strategy continues to expand,” Kim said.
Bally’s and Sinclair said the companies would explore additional opportunities to include Bally’s programming in Sinclair-owned media platforms and affiliates other than the Bally Sports regional sports networks, including Sinclair’s Tennis Channel and Stadium, a 24-hour multi-platform sports network.
The company said the content agreement with Sinclair would also reduce its reliance on paid advertising. The agreement does not impact any contractual obligation that Bally’s owes to Sinclair or Bally Sports.
Bally’s said the live sports content and other interactive programming would support the eventual launch of the Bally Bet app. Bally’s is in the process of creating an interactive gaming division that will propel the regional casino operator into sports betting, igaming, and daily fantasy. The company spent $125 million to acquire sports betting platform Bet.Works, which began the transformation on the digital side.
The company operates 12 casinos in eight states and is expected to close on casino acquisitions in Illinois and Indiana by the end of the year. The bulk of the company’s casinos are expected to be rebranded under the Bally’s name.
Bally Sports have the broadcasting rights of more than half of all Major League Baseball, NBA, and NHL teams. The 19 brands include Bally Sports Arizona; Bally Sports Detroit; Bally Sports Florida; Bally Sports Great Lakes; Bally Sports Kansas City; Bally Sports Indiana; Bally Sports Midwest; Bally Sports New Orleans; Bally Sports North; Bally Sports Ohio; Bally Sports Oklahoma; Bally Sports San Diego; Bally Sports SoCal; Bally Sports South; Bally Sports Southeast; Bally Sports Southwest; Bally Sports Sun; Bally Sports West; and, Bally Sports Wisconsin
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