Sinclair & Bally unveil rebrand for sports networks

Business News

Sinclair Broadcast Group and Bally’s Corporation have jointly revealed the new Bally Sports logo and Bally Sports regional monikers for Sinclair’s owned and operated regional sports networks.

The Bally Sports regional logos will replace the existing FOX Sports regional logos when the networks officially rebrand in the coming months.

“We are extremely proud to unveil the Bally Sports logo as it signifies a new, transformative chapter in the regional sports business and is representative of our cohesive partnership with Bally’s,” said Steve Rosenberg, President of Local Sports, Sinclair Broadcast Group. “The upcoming rebrand across our RSN footprint is incredibly exciting, not only for our entire portfolio, but for loyal sports fans across the country.”

Created in concert with Interbrand, Bally’s marketing consultancy group, the all-new Bally Sports logo features the iconic red Bally script atop a red “sports” typography. The Bally Sports logo architecture also serves as the foundation for the RSN logos by positioning the global logo above a prominent red banner with the corresponding geographic name overlaid in white.

George Papanier, President and Chief Executive Officer of Bally’s Corporation, commented, “Rolling out Bally’s iconic logo across Sinclair’s regional sports networks is a rewarding first step in a transformational partnership that is going to revolutionize the U.S. sports betting, gaming and media industries. We look forward to integrating Bally’s unique content, including the award-winning daily fantasy sports platform we are acquiring from Monkey Knife Fight, across Sinclair’s live game day coverage and providing unrivaled sports gamification on a national scale.”