Casino Watch Focus has reported on the ongoing progression of legalized sports betting after the Supreme Court ruled sports betting doesn’t violate the wire act. In multiple states, this has translated to typical sports betting experiences with online companies such as FanDuel and DraftKings or other sports bookies for betting directly on sports. These interactions have always been at arms length and required would-be gamblers to seek out such opportunities. It would appear, however, that for most major sports markets, the experience is about to change and sports gambling will be thrust into consumers’ homes. The NY Post reports:
Sinclair Broadcast Group and casino operator Bally’s Corp. are teaming up to bet big on sports gambling, The Post has learned. The two companies just signed a deal for Sinclair to rename its 21 sports networks Bally Sports, source said. Bally’s, which owns Bally’s Atlantic City Hotel & Casino, will pay Sinclair $85 million over a 10-year period for the naming rights, giving it exclusive access to fans of 42 major teams, including the Arizona Diamondbacks, the Detroit Tigers, the Tampa Bay Rays and the Kansas City Royals, sources said.
The goal, sources said, is for viewers to eventually be able to bet on games using a Bally’s online gaming tool directly from their TVs. Sinclair’s channels are currently named after Fox Sports because it bought them last year to help clear Disney’s purchase of 21st Century Fox.
Not only does Bally’s plan to offer online gambling, they are buying up other online gambling resources to drive additional traffic to those sites as well. The Post continues:
Separately, Bally’s is buying sports-betting software company Bet.Works for roughly $100 million and will attempt to drive traffic to its site through Sinclair, sources said.
The casino company, controlled by Soo Kim’s Standard General hedge fund, can launch the new online gaming tool in the states where sports betting is legal, including Nevada, Louisiana, Colorado and New Jersey, if it also has a physical casino there.
Bally’s, which recently changed its name from Twin River Worldwide Holdings, currently has casinos in 10 states, including Nevada, Mississippi, Missouri, Rhode Island, Colorado, New Jersey and Louisiana. MBL, the NBA and NHL still need to sign off on whether Bally’s can sponsor broadcasts to advertise their sports betting tools, sources said.
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