The naming rights to Sinclair Broadcasting's regional sports network have been sold to Bally's, meaning Fox Sports North will soon become Bally Sports North, according to a report from John Ourand of Sports Business Journal.
Ourand says Sinclair will announce the rebranding on Wednesday, noting that the switch will take place sometime before the start of the MLB season. Ourand adds that Sinclair has been focused on pursuing "gambling-related services around live sports" on its regional sports network, which is where the Bally's connection is made.
Bally's has casinos in 10 states but is arguably best known for its location on the Las Vegas strip, where it was formerly known as the MGM Grand Hotel and Casino.
The New York Post reported late last year that Sinclair and Bally's have a goal of allowing viewers to be able to bet on games directly from their TV. Sports gambling has not been legalized in Minnesota, but lawmakers again plan to introduce a bill that would allow it.
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.
The rebranding from Fox Sports to Bally won't make it any easier for cord cutters to get the channel, as Sinclair has not announced any new deals to bring the regional sports networks, including FSN, back to Hulu Live, YouTube TV or Fubo TV.
FSN is home to the Minnesota Twins, Timberwolves, Wild, Lynx and United.