Bally Sports networks will rebrand again

By Michael P. Hill • March 15, 2024

Branding Sports Broadcasting & Production

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The 19 Bally Sports regional sports networks will rebrand after the 2024 Major League Baseball season.

The move comes as the Sinclair Broadcast Group-backed Diamond Sports Group begins moving through bankruptcy actions.

In 2020, Diamond signed an agreement with casino operator Bally to license its name and logo for use with the RSNs.

No new name or potential naming partners were announced.

Diamond, which is also owned by Allen Media Group, rebranded the former Fox Sports Networks after acquiring them from Disney in 2019. Disney, in turn, had acquired them after buying key 21st Century Fox assets, but divested from the business as part of its merger agreements with the government.

There were originally 22 RSNs, but that was trimmed to 19 after organizational changes.

Diamond entered Chapter 11 bankruptcy in March 2023 after failing to meet a key interest payment.

The company is highly dependent on broadcast deals with local professional teams as well as retransmission agreements with TV providers. It currently holds rights with 42 teams.