Sinclair Inks Sports-Betting Deal With Bally's, Will Rebrand RSNs Under Bally's Name The 10-year deal is reportedly worth $85 million and will boost betting content across the RSNs By Jason Dachman, Chief Editor
Friday, November 20, 2020 - 1:06 pm
Print This Story | Subscribe
Story Highlights
Sinclair Broadcast Group has inked a 10-year deal with Bally's to rebrand its 21 Fox Sports RSNs using the Bally's name and integrate sports-betting/gaming content across the networks. The deal is worth $85 million over 10 years, according to the New York Post. In addition, Sinclair will receive warrants to purchase a 14.9% stake in the company and additional warrants and options to purchase 15% more in the future.
Bally's and Sinclair will partner to create sports-gamification content on a national scale via Sinclair's portfolio of broadcast stations and RSNs, Tennis Channel, Stadium digital and OTA network, and STIRR direct-to-consumer streaming app. The move sets the stage for Sinclair to further gamify live sports and provide audiences an interactive viewing experience. The deal is also expected to position Bally's to capture a larger share of the fast-growing U.S. sports-betting and iGaming market.
Bally's will integrate content into the 190 television stations that Sinclair owns, operates, or provides services to across 88 markets, as well as its sports networks. This will allow Sinclair and Bally's to jointly market, design, and integrate products on a state-by-state basis and deliver online gaming experiences to local audiences.
The Sinclair partnership - along with Bally's acquisition of Bet.Works' iGaming platform, growing market access, and land-based footprint that will soon cover 10 states, with additional states expected to come - positions Bally's to capture a significant share of the estimated $50 billion future U.S. sports-betting and iGaming-market opportunity.
The transaction will provide Bally's extensive access to Sinclair's network of local, live sports content as the unified network brand and integrated partner across 21 RSNs, accounting for more than half of MLB, NBA, and NHL teams. Bally's will also have premium integration opportunities across Tennis Channel, Stadium, and STIRR.
Since acquiring Tennis Channel a few years ago and the RSNs last year, says Sinclair President/CEO Chris Ripley, we have been working on developing an innovative experience that changes the way people think about and view live sports across all our platforms. Bally's - with its strong brand name, premier sportsbook-technology platform, and expansive market access - is the perfect partner to help us change the paradigm of sports viewing across all our assets.
[With] gamification elements that allow audiences a more personalized and interactive game experience, he continues, consumers of live sports in the future can look forward to a more dynamic and engaging sports-viewing experience. With the U.S. sports-betting and iGaming market expected to ultimately reach about $50 billion at maturity, this partnership perfectly positions our sports portfolio to fully capitalize on changing audience behavior.
Over the 10-year term of the agreement, Sinclair's RSN portfolio will receive annual naming-rights fees and committed percentage of Bally's Interactive's marketing spend. As part of the deal, Sinclair will receive warrants and options (subject to regulatory approval and other conditions) to own a minority stake in Bally's. Sinclair will receive penny warrants to acquire 14.9% of Bally's common shares as well as warrants to purchase up to an additional 10% of Bally's common shares, contingent on the achievement of various performance metrics. Sinclair will also receive options to purchase 5% of Bally's common shares in four tranches, with purchase prices starting at $30/share and escalating to $45/share, exercisable after four years.
This arrangement represents an opportunity to revolutionize the U.S. sports-betting, gaming, and media industries, says Soo Kim, chairman, Board of Directors, Bally's Corp. Sinclair, with its broad holdings of stations, channels, and RSNs, provides immediate, national brand recognition that will support the development of Bally's player database for both our traditional casinos and our future online offerings and will ultimately deliver significant shareholder value. We look forward to integrating our first-in-class, omni-channel sports-betting and iGaming offerings with Sinclair's expansive broadcast network to create a more engaging and tailored experience for sports fans, positioning Bally's to become one of the top U.S. sports-betting and iGaming operators.
Most recent headlines
25/12/2025
Holiday lights are twinkling, hot cocoa's on the stove and gamers are settling in for a well-earned break.
Whether staying in or heading on a winter getawa...
24/12/2025
What is AI good for? Posted by MTI Film on December 24, 2025
What is AI good for?
What is AI good for?
It's been three years since ChatGPT first cap...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Back to All News
The Boyfriend' Season 2 Unveils Heartwarming Trailer, Key...
24/12/2025
Back to All News
Love, Fights, and Everything in Between: Badly in Love' Returns for Season 2
Entertainment
24 December 2025
GlobalJapan
Link copied t...
24/12/2025
Scripps Research study links sleep variability with sleep apnea and hypertension How consumers' digital activity trackers could enable personalized health s...
23/12/2025
How guilas Cibae as Dominican Winter League Games Are Locally Produced for Glob...
23/12/2025
BitFire's Jim Akimchuk on Supplying Scalability and Customization in the Clo...
23/12/2025
CAMB.AI Enables European Athletics to Offer Multi-Language SupportPlan is to eventually offer translation into all languages spoken in EuropeBy Ken Kerschbaumer...
23/12/2025
Analysis: As sports media values trend negative, scarcity and quality are king By Callum McCarthy, Editor-at-Large
Monday, December 22, 2025 - 14:08
Print ...
23/12/2025
ESPN, Disney, and NBA Return to the Animated Altcast Fray With Second Edition of...
23/12/2025
End the Year on a High Note and Donate to the Sports Broadcasting Fund Today! By Ken Kerschbaumer, Editorial Director
Tuesday, December 23, 2025 - 12:25 pm
...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
A Zeus motor is hot fire tested at L3Harris' Camden, Arkansas, solid rocket ...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Lightware will exhibit several major product innovations at ISE 2026, including the new USB-C BOOSTER-V1, Google Meet. integration for various Taurus UCX models...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
23/12/2025
Back to All News
Netflix's The Great Flood and Culinary Class Wars 2 Top Gl...
23/12/2025
Back to All News
Stranger Things By the Numbers: How the Global Phenomenon Shap...
23/12/2025
Experience the power of WO Automation for Radio's newest service, the System Effectiveness Review. Designed to help you achieve more, a System Effectiveness...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
23/12/2025
Back to All News
How Steamy Can It Get? Single's Inferno' Season 5 Pre...
23/12/2025
Back to All News
33 Million Global Viewers on Netflix Watched Jake Paul vs. Ant...
23/12/2025
New technique lights up where drugs go in the body, cell by cell Scripps Research scientists developed a technique that maps drug binding in individual cells th...
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
The works of Plato state that when humans have an experience, some level of change occurs in their brain, which is powered by memory - specifically long-term me...
Sinclair Inks Sports-Betting Deal With Bally's, Will Rebrand RSNs Under Bally's Name The 10-year deal is reportedly worth $85 million and will boost betting content across the RSNs By Jason Dachman, Chief Editor 
