June 5, 2024 3 min read

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FanDuel to Replace Bally’s as Naming Sponsor for Diamond Sports

Unverified sources indicate that the agreement would involve FanDuel creating content for these channels and acquiring an ownership stake in Diamond Sports Group

FanDuel, a leading sports betting company, is close to finalizing a deal that would give it the naming rights for 18 regional sports networks owned by Diamond Sports Group. In this multi-year pact, FanDuel will replace the current Bally’s name with its branding which could lead to dramatic shifts across various sectors of broadcasting.

FanDuel Dives Deeper into Sports Broadcasting with Content Production and Investment

According to unconfirmed reports, the agreement also includes FanDuel producing content for these channels and taking an ownership stake in Diamond Sports Group. Insiders claim this move will further entrench FanDuel into the broadcast landscape as they look to build stronger ties with American sports enthusiasts, reported Bloomberg.

Additionally, FanDuel, which is a subsidiary of Flutter Entertainment, plans on reselling streaming services provided by Diamonds Sports Group to its customers. This forms part of a wider strategy aimed at increasing FanDuel’s digital media presence within sporting circles. Representatives from both organizations declined to comment due to ongoing negotiations being held privately between them.

Diamond Sports Group, which is currently under bankruptcy protection, sees the potential alliance as a valuable opportunity for survival. Diamond Sports Group, a Sinclair Broadcast Group’s division, purchased channels from Walt Disney Co., but faced financial difficulties after traditional cable TV viewership dropped following the rise of streaming services during the COVID-19 pandemic. Partnering with FanDuel might provide much-needed funds whilst stabilizing business during the reorganization period.

FanDuel Eyes Diamond Sports’ Naming Rights, Strengthening Grip on US Sports Betting

The contract with Bally’s Corp., which has been the naming sponsor for Diamond Sports’ sports channels, will end by the close of this baseball season. 

As FanDuel tries to buy the naming rights from them, it shows how the company is expanding more within the US sports gambling markets. Since the Supreme Court made its decision allowing states outside Nevada to have legal sports books in 2018, FanDuel has grown into one of the biggest players in the US sports betting sector. The company also just launched a free streaming channel called FanDuel TV Extra and became DC Lottery’s sole provider for online wagering.

Diamond Sports broadcasts across more than three dozen professional teams from the NHL, NBA and MLB — including such iconic franchises as the Atlanta Braves and Dallas Mavericks. The shift to FanDuel branding could bring new content and engagement opportunities for viewers, integrating betting and fantasy sports features directly into broadcasts.This rebranding would represent the most significant step out of bankruptcy for Diamond Sports and into the more lucrative climate of online media. If all goes according to plan, we should see these networks broadcasting next year’s NBA or NHL seasons with a fresh coat featuring FanDuel branding.

Author

Silvia has dabbled in all sorts of writing – from content writing for social media to movie scripts. She has a Bachelor's in Screenwriting and experience in marketing and producing documentary films. With her background as a customer support agent within the gambling industry, she brings valuable insight to the Gambling News writers’ team.

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