Sinclair-Bally’s Deal Will Tap into Greater Fan Engagement Driven by Legal Sports Betting
Feedster.com — Will Robins
We’ve always known that once sports betting was legalized, countless opportunities would exist for professional sports leagues, teams, broadcasters, advertisers, and casino operators–not to mention fans and bettors who want to engage more closely with their favorite players and teams.
The Mutual Benefits of a Sinclair Broadcast Group-Bally’s Partnership
The Sinclair Broadcast Group-Bally’s Corp. deal announced last week is a perfect example of this promise coming to fruition. Sinclair will rename its regional sports networks with Bally’s branding, for the not-so-small sum of $85 million over the next decade. That’s a good chunk of change resulting from the burgeoning sports betting market, and it’s only a starting point for Sinclair. Since the Bally’s deal is not exclusive, countless other partnerships are likely to be formed in the coming months and years that will derive even greater revenue for the company as a result of legalized sports betting.
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For Bally’s, the chance to reach fans in 23 unique markets and drive them to their betting platform was too good to pass up. Bally’s massive customer database and footprint in 10 states, with more coming, will only grow as they become associated with fans’ favorite teams in their respective markets. Plus, Bally’s already has the technology for achieving success in this high growth industry, utilizing a fully-integrated, proprietary, end-to-end technology stack with Bet. Works.
Advantages for the Game of Baseball and its Advertisers
Not only will Sinclair Broadcast Group and Bally’s Corp. benefit from this partnership, but teams whose games air on Sinclair’s regional sports networks will find new opportunities. Sinclair will be able to promote these channels and give more exposure and visibility to games across platforms, and they will generate more advertising and better content. Fans will be more engaged because they’ll have money riding on games. Even blowouts will retain a greater share of viewers — which means higher ratings and, in turn, higher rates for advertisers. Further, teams will have the opportunity to land other deals with gaming companies to generate greater revenue.
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