Diamond Sports Group Dropping Balley's Branding

Diamond Sports Group has decided to part ways with the Bally’s branding from its regional sports networks (RSNs).  Although the Bally Sports RSNs will continue operating in 2024, the Bally Sports branding will not extend beyond this year. 

As part of the Diamond Sports Group’s reorganization plan, the naming rights agreement with Bally’s will be rejected, while the existing branding will remain in place for the time being1. This move signifies a shift in the RSN landscape and highlights the complexities of branding and partnerships in the sports media industry.

The original naming rights deal between Sinclair and Bally’s was struck in November 2020, paying just $85 million over ten years. In a lawsuit filed by Diamond against Sinclair last summer, Diamond alleged that “Sinclair wrongfully caused Diamond to transfer more than $1.5 billion in cash and other consideration to or for the benefit of Sinclair.” The suit was settled this week as part of Diamond’s reorganization plan, with Diamond receiving $495 million from Sinclair.

Sinclair’s naming rights deal with Bally’s was derided from the start by fans, and further integration with sports betting in the Bally Sports app never came about.