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CLEVELAND, Ohio – Fox Sports and SportsTime Ohio are renamed Bally Sports.
Sinclair has entered into a long-term deal with casino operator Bally’s for the naming rights to its stable of regional sports networks, which includes the cable homes of the Cavaliers and Indians. The 10-year deal is valued at $ 85 million, according to the New York Post.
The deal, announced Wednesday, finally puts an end to the common misconception that Fox-branded sports channels are owned by Fox when, in fact, Sinclair bought them in 2019 after Disney was forced to divest the networks in as part of its merger with 21st Century. Fox.
More importantly, the partnership means that Bally’s will integrate its in-game content into broadcasts across the properties of Sinclair, which also includes 190 local TV channels, and ultimately allow fans to place live bets on the games. of their televisions. Bally recently acquired Bet.Works, a sportsbook and iGaming company, for $ 125 million to develop this.
“This arrangement represents an opportunity to revolutionize the US sports betting, gaming and media industries,” said Soo Kim, chairman of the board of directors of Bally’s Corporation, in a press release.
“Bally’s, with its strong brand, cutting-edge technology platform for sports betting and extensive market access, is the perfect partner to help us change the paradigm of sports visualization in all of our assets,” added Chris Ripley, President and CEO of Sinclair. “By incorporating elements of gamification that allow audiences a more personalized and interactive gaming experience, live sports consumers in the future can expect a more dynamic and engaging sports viewing experience.”
Ripley talks about the idea of integrating in-game betting, which is popular in Europe, into game broadcasts since Sinclair acquired sports networks.
“If you are interested in the game, we will add additional statistics, the ability to make side bets in the game, step by step, game by game,” he told Reuters in May 2019. “You can play the game. ” and bet while you watch.
Don’t expect to see these features when the Cavaliers announce the season on Bally Sports Ohio (final name TBD) in December. Sports betting is now legal in one form or another in 22 states, but not in Ohio, where efforts to get it through the Statehouse have stalled.
Bally’s infusion of new content and capital, however, could be the match that reignites the talks between Sinclair and YouTube TV, Hulu, FuboTV, Sling, and Dish to bring sports channels back to those platforms.
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