Diamond Sports Group has taken a major step towards transformation by partnering with FanDuel, rebranding its Bally Sports regional sports networks (RSNs) under the FanDuel Sports Network banner. This change is unfolding at a crucial time as Diamond Sports navigates through Chapter 11 bankruptcy. For FanDuel, the opportunity presents a strategic move to enhance its brand presence in the sports media space.
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FanDuel Secures Exclusive Naming Rights to Bally Sports RSNs
As part of the restructuring process, Diamond Sports Group granted FanDuel exclusive naming rights across 16 RSNs and digital platforms, including Bally Sports+, its direct-to-consumer service. This rebrand marks a significant shift in the identity of channels like “FanDuel Sports Network Midwest” and “FanDuel Sports Network Ohio”, among others.
The partnership aims to integrate FanDuel’s presence across live broadcasts of NBA, NHL, and MLB games, offering enhanced visibility during key sports seasons. With this change, FanDuel aims to tap into the large and dedicated sports audience historically associated with these RSNs.
New Programming and Cross-Platform Opportunities
Beyond the naming rights, this deal introduces new content possibilities. FanDuel plans to incorporate its own TV programming, including popular shows like “Up & Adams” and “Run It Back”, into the rebranded channels. Furthermore, the partnership allows FanDuel to “resell Diamond’s streaming service, Bally Sports+,” providing a valuable cross-promotional opportunity.
“Joining forces with Diamond allows us to position the FanDuel brand at the heart of regional sports networks across the U.S.,” said **Mike Raffensperger**, President of Sports at FanDuel. “It also offers us a way to reward our loyal users through exclusive content and promotions.”
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What’s Next for the Partnership
While the financial terms remain undisclosed, both companies have expressed intentions to deepen their collaboration. More announcements are expected in the coming months as the partnership evolves. This rebranding initiative, coupled with Diamond’s restructuring efforts, aims to create a “fresh and engaging experience for sports fans” while expanding FanDuel’s footprint in the industry.
The partnership between Diamond Sports Group and FanDuel symbolizes a new era for regional sports broadcasting. With FanDuel now embedded into the RSNs’ identity, fans can expect enhanced content, better streaming options, and unique integrations. As both companies work to redefine their futures, this deal could reshape how fans interact with regional sports networks and sports betting services.
“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,”
FanDuel President of Sports Mike Raffensperger
