Sinclair to rebrand Fox regional sports networks

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Sinclair Broadcast Group Inc. and Bally’s Corp. introduced the brand new logos for 19 regional sports programs on Wednesday before a significant rebrand slated to occur in the forthcoming months.

The unveiling of this newest logos and monikers that will replace the existing Fox Sports branding comes following Hunt Valley-based Sinclair inked a naming rights deal to get its regional sports programs, or even RSNS casino operator Bally’s Corp. in November. The rollout of these logos marks the initial step from the 10-year venture, which will cover Sinclair a reported $85 million.

Produced in concert with Interbrand, Bally’s advertising consultancy team, the all-new Bally Sports emblem features the iconic red bally script beneath a reddish”sport” typography. The Bally Sports emblem design also functions as the basis for its RSN logos by positioning the worldwide emblem over a dominant red banner using the corresponding geographical title overlaid in white.

“We are very pleased to unveil the Bally Sports emblem as it indicates a new, transformative chapter from your regional athletics industry and is representative of our cohesive partnership with Bally’s,” said Steve Rosenberg, president of neighborhood sports in Sinclair, in a declaration. “The forthcoming rebrand throughout our RSN footprint is extremely exciting, not just for our whole portfolio, but also for loyal sports fans throughout the nation.”

About Bally’s Corp

Included in this rebrand, two Sinclair RSNs which never took the Fox Sports brand will transition into new geographical monikers if Prime Ticket becomes Bally Sports SoCal and Sports Time Ohio becomes Bally Sports Great Lakes. The transfer is part of the attempt to further align the areas with their authentic geographic roots as well as also the new Bally’s partnership, according to a news release.

Furthermore, Sinclair Broadcast Group will close down two part-time stations, Fox Sports Carolinas and Fox Sports Tennessee. Nashville Predators hockey matches will proceed to Bally Sports South. Carolina Hurricanes baseball matches and Charlotte Hornets NBA matches will air on Fox Sports Southeast.

The partnership with Bally’s is a part of an attempt by Sinclair to drive earnings growth through solutions linked to legalized sports gambling. CEO Chris Ripley has talked repeatedly on the opportunities offered by sports gambling since Sinclair obtained the Fox regional sports programs in the Walt Disney Co. for about $10.6 billion in 2019. He previously advised the Business Journal that he also saw a “massive opportunity to rebrand” the networks using a spouse searching for more exposure.