The ownership and branding of Bally Sports, a prominent name in regional sports broadcasting, have undergone significant transformations in recent years. While the name “Bally Sports” might suggest a direct purchase by the casino and sportsbook operator, the reality is more complex.
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Diamond Sports Group: The Owner
The entity that currently owns and operates the Bally Sports Regional Sports Networks (RSNs) is Diamond Sports Group LLC. This company is an independently managed subsidiary of Sinclair Inc. Diamond Sports Group acquired 19 of the 21 regional sports networks from Sinclair Broadcast Group in 2019. These networks were then rebranded as Bally Sports in March 2021, as part of a 10-year agreement with Ballys, the sportsbook and casino operator.
It’s important to note that, similar to stadium naming rights, neither FanDuel nor Ballys directly own the networks. They pay for their names to be featured in the network’s title.
Amazon’s Minority Stake
In a significant development announced in January 2024, Amazon took a minority stake in Diamond Sports Group as part of its bankruptcy restructuring. This move has direct implications for sports fans. With Amazon’s investment, games previously televised on Bally Sports channels are now available to local fans through Amazon Prime. This integration offers a new avenue for accessing live sports content.
Future Rebranding: FanDuel Sports Network
The landscape continues to evolve. As of October 21st, 2024, Bally Sports networks are set to be rebranded as FanDuel Sports Network. This signifies another shift in the naming and branding of these regional sports networks, with FanDuel, a prominent sports betting company, becoming the new titular partner.
