When Bally’s Corp. partnered with Sinclair Broadcast Group to rebrand 19 regional sports networks earlier in April, one of the by-products was to capitalize on sports betting. That plan took a step forward April 12 when the two companies agreed to work on sports wager content to air during times when there are no games.
Bally’s Chairman Soo Kim said in a press release they would come up with “innovative ways to allow fans to further engage with the Bally’s brand. The gamification of live sports is the next phase of interactive gaming, and we look forward to continuing to create lean-in experiences for sports fans across the nation as our content strategy continues to expand.”
The two companies will talk about future content for Sinclair-owned media outside of the regional sports networks, such as the Tennis Channel and Stadium. The deal will reduce the need for paid ads for the networks.
Live sports content and other programs would support the projected debut of the Bally Bet app, according to CDC Gaming Reports. The ultimate goal is for Bally’s to establish a presence with sports betting, iGaming, and daily fantasy. Bally’s bought Bet.Works for $125 million as part of the changes.
