The final days of Bally Sports are upon us.
In a move that had previously been widely reported, Diamond Sports Group officially announced on Friday that it will replace its Bally branding with a new sponsor — FanDuel. The move will officially go into effect on Monday, Oct. 21, with the regional sports network previously known as Bally Sport transforming into the FanDuel Sports Network.
Bally Sports will become FanDuel Sports Network on October 21!@FanDuel x https://t.co/RSAv8Lw6oP pic.twitter.com/FO0EgqI2tm
— Bally Sports (@BallySports) October 18, 2024
“Collaborating with FanDuel provides a tremendous pathway for Diamond to elevate the fan experience and deepen the incremental value we provide for our team, league and distribution partners,” Diamond CEO David Preschlack said in a statement. “This partnership reinforces opportunities to further strengthen the close connection our RSNs have with local fans, including enhancing our DTC offering for a growing digital audience. In the meantime, having finalized agreements with the NBA, NHL and our key distributors, we remain focused on moving our business forward and driving value for our team partners and our stakeholders.”
Added FanDuel Sports president Mike Raffensperger: “Partnering with Diamond provides us an opportunity to put the FanDuel brand at the intersection of the nation’s largest group of regional sports networks. A large cohort of FanDuel customers are devoted RSN viewers and this agreement allows us to further cement the FanDuel brand with sports fans and provides a unique vehicle to reward our users.”
The shift from Bally Sports branding — which it had used since 2021 — comes at a time of uncertainty for DSG, which filed for Chapter 11 bankruptcy in March 2023. Earlier this month, the RSN company cut ties with many of its MLB teams, while only committing to keeping the Atlanta Braves.
Currently, DSG lays claim to 16 RSNs, all of which will now shift to FanDuel Sports branding. The new partnership will also integrate FanDuel TV programs such as Up & Adams and Run it Back into the RSNs’ offerings.
About Ben Axelrod
Ben Axelrod is a veteran of the sports media landscape, having most recently worked for NBC's Cleveland affiliate, WKYC. Prior to his time in Cleveland, he covered Ohio State football and the Big Ten for outlets including Cox Media Group, Bleacher Report, Scout and Rivals.