Sinclair Broadcast Group is making an industry-shaking move with most of its regional sports networks, signing a landmark deal with casino operator Bally’s Corp. for naming rights to the current Fox Sports-branded channels.
Marking a major industry expansion for sports sponsorship into media asset naming rights, the set of 21 sports networks will be rebranded as Bally Sports beginning early next year, creating what the two parties called "unrivaled sports gamification content on a national scale."
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