FOX Sports Detroit is getting a rebrand.
The regional sports network will now be known as Bally Sports Detroit. Sinclair Broadcast Group, Inc. and Bally’s Corp. revealed the new Bally Logo and name changes in a news release sent out on Wednesday. Bally Sports will replace the current FOX Sports regional logos when the official rebrand takes place 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," Steve Rosenberg, president of local sports for the Sinclair Broadcast Group, said in a news release. "The upcoming rebrand across our RSN footprint is incredibly exciting, not only for our entire portfolio but for loyal sports fans across the country."
The change to Bally does not come as a surprise. The rebrand has been in the works since November when Bally reached a deal with Sinclair to become the new naming rights partner for its regional sports networks. With the negative taboo of gambling fading away in the mainstream, Bally is hoping the rebrand will serve as a marketing tool for its casino properties.
And with Michigan recently launching mobile sports betting and online casinos gaming last week, Bally’s sponsorship comes at a prime time when gaming companies are advertising regularly throughout the state.
Besides a name change and a new logo, viewers shouldn’t expect any drastic changes to their regular programmed shows. The move to the Bally's brand is for marketing purposes and won’t affect the viewing experience going forward.
"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,” George Papanier, president and chief executive officer of Bally's Corp., said in the release. “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."
In total, 19 networks owned by Sinclair and operated by the regional sports network portfolio will be rebranded as Bally.