
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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
28/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/04/2026
Introducing Nx 3-Strip v2 - A Physics-Based Technicolor Reconstruction for DaVin...
27/04/2026
CES Power, a provider of infrastructure for live events, has announced the acquisition of three Ireland-based businesses: GH Energy Rental Ltd, Event Power, and...
27/04/2026
FuboTV Inc. has announced it is developing its Multiview feature for the Fubo streaming service on select LG TVs, including 2024, 2025, and newer 4K and 8K mode...
27/04/2026
Shade, a file management platform for creative teams, has announced a $14 million funding round led by Khosla Ventures, Construct Capital, and Bling Capital, br...
27/04/2026
The Audio Engineering Society (AES) will present the Immersive Audio Academy 12th Edition - Immersive Audio in All Flavors - on April 30, 2026, at 12:00 p.m. ...
27/04/2026
DAZN has announced DAZN48, a creator program for the FIFA World Cup 2026 that will recruit 48 creators - one representing each of the 48 qualified nations - to ...
27/04/2026
FloSports has announced exclusive streaming rights to four CrossFit competitions: Legends Del Mar: CrossFit Semi-Finals, Magic City Games, NorCal Classic, and t...
27/04/2026
Telestream has announced that Pulse, its software-defined test and measurement p...
27/04/2026
Shade has announced it is a Cloud Computing and Storage winner in the 2026 NAB Show Product of the Year Awards. Winners were selected by a panel of industry exp...
27/04/2026
Leading the NBA's video-ads platform, this Penn State grad is at the forefro...
27/04/2026
DAZN has expanded its international broadcast rights for the T100 Triathlon World Tour to include Africa. All races from the T100 calendar will be available for...
27/04/2026
NAB Show has announced the recipients of its 2026 Project of the Year and Product of the Year Awards at a ceremony at the Las Vegas Convention Center.
Each wi...
27/04/2026
DIRECTV has launched on Meta Quest headsets, becoming the first MVPD to offer live TV through the platform. The timing coincides with the stretch run of the MLB...
27/04/2026
TBL Team Boxing League has announced a broadcast agreement with MSG Networks to air all remaining Season 4 fights live across MSG's television and digital p...
27/04/2026
IP integration, interoperability, growth of intercommunications were key concerns for vendors and visitors alike
Attendees at the recently concluded 2026 NAB S...
27/04/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
27/04/2026
A pro-audio emphasis, spectrum changes, and on-field audio mark the new products and enhancements to existing offerings
Microphones remain the primary point of...
27/04/2026
The Sports Video Group team was all over the NAB Show floor out in Las Vegas las...
27/04/2026
N r Spotify grundades f r 20 r sedan dominerades musikmarknaden av illegal nedladdning. Sedan dess har streaming bidragit till att teruppr tta betalningsvilja...
27/04/2026
Time on Spotify should feel meaningful and intentional, not something that slips...
27/04/2026
New modular multi-effects plug-in revealed
The latest plug-in from Brainworx delivers a modular set of effects designed to offer a convenient alternative to...
27/04/2026
Kit includes supercardioid & shotgun capsules
High-end mic manufacturer Schoeps have recently introduced another member of their Desert Island Set family. O...
27/04/2026
LA2A-inspired 500-series module arrives
Sound Skulptor have announced the upcoming launch of a new 500-series module that aims to recreate one of the most p...
27/04/2026
SSL-inspired compressor unit upgraded
Stam Audio are well known for their painstaking recreations of vintage audio gear, with their extensive product range ...
27/04/2026
Available for current Nielsen ONE Ads customers, this new capability predicts sa...
27/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/04/2026
Nippon TV's In-House Proprietary AI Solution AiDi Wins Product of the Year A...
27/04/2026
Outpost Introduces Unlimited Collaboration Model for Review and Approval Workflo...
27/04/2026
Ikegami Announces VFE-P07D Monocular OLED Viewfinder with Tiltable 3.5-inch LCD ...
27/04/2026
Custom Consoles announces the completion of a large Module-R desk and MediaWall monitor display mount for an expanded master control room at Gravity Medias West...
27/04/2026
Other World Computing Launches OWC Express 4M2 Ultra - Thunderbolt 5 Four-Slot N...
27/04/2026
Back to All News
Netflix announces El sobrino, the new film by Dami n Szifron s...
27/04/2026
Red Seat Ventures Announces Exclusive Multiyear Partnership with Kill Tony The Company is the New Monetization and Distribution Home for the Globally Popula...
27/04/2026
RT 2FM is calling on aspiring DJs across Ireland to take their shot at the spot...
27/04/2026
RT continues to champion Ireland's creative life this May, supporting a broad range of festivals, exhibitions and performances across music, theatre, liter...
26/04/2026
Back to All News
Director Yoon Jong-bin Returns with The Generals' (WT), A...
26/04/2026
Back to All News
Nine Queens, Starring Alvaro Morte and Patrick Criado, Starts ...
25/04/2026
In the heart of Mexico City, music, culture, and fashion converged last night as Spotify and Vogue Latin America welcomed guests to an intimate gathering at Soh...