For a while now, Michigan sports enthusiasts have been constantly exposed to television advertisements promoting various casinos throughout the state.
After a national introduction, brace yourself for substantial local marketing investments in various states for online sportsbooks, as DraftKings and FanDuel advertisements are set to become more frequent.
According to Sports Business Daily, Bally’s Sports has elevated its presence by acquiring the naming rights for Fox Sports Detroit, the channel where fans of the Detroit Pistons, Red Wings, and Tigers tune in to catch their favorite teams. As a result, the station will undergo a rebranding and will be referred to as Bally Sports Detroit.
Bally’s has been making a series of recent moves, including the acquisition of sports betting platform supplier Bet.Works, and now securing rights with Sinclair Broadcast Group.
Is the inclusion of Michigan TV presence by Bally’s merely an additional benefit to a bigger agreement? Alternatively, is there a possibility for Bally’s to enter the sports betting market in the state?
Regardless of whether they do or not, this serves as further evidence of the increasing popularity of betting in the sports industry.
Fox Sports Detroit reaches a large Michigan audience
The only platform to track the home teams in the Great Lakes State is Fox Sports Detroit.
Although there hasn’t been much incentive to keep up with the Pistons, Red Wings, and Tigers lately, brighter times are on the horizon.
Despite everything, Michigan continues to have diehard sports fans who remain loyal to their home teams.
According to the New York Post, Bally’s has paid a total of $85 million over a span of 10 years for the naming rights to Fox Sports Detroit and 20 other regional networks. It is unclear when any rebranding initiatives will take place.
Last year, Sinclair acquired FSD and 20 other regional sports networks from Fox, which included exclusive broadcasting rights for the Pistons, Red Wings, Tigers, and 39 other professional teams.
Bally’s envisions a future where viewers can place bets on games directly through their TVs, as reported by the Post.
It is uncertain how this would occur in Michigan, as the launch of online sports betting is imminent.
Bet.Works gives Bally’s path in other states with Bally Bets
Industry insiders see the $125 million Bet.Works deal as a significant game-changer.
Twin River Worldwide Holdings has adopted the name Bally’s after acquiring both the properties and brand from the Caesars and Eldorado Resorts merger.
Twin River, now known as the former Twin River, has ambitious plans to breathe new life into the Bally’s brand as they expand their operations to encompass 14 casinos across 10 states.
On the flip side, the company lacks ownership of a Michigan casino and does not possess a straightforward means to access digital products.
Bally’s, a renowned gambling brand, has established a strong presence in Atlantic City and on the Las Vegas Strip through its casinos. Interestingly, it is worth noting that Bally’s does not currently possess the Bally’s Vegas property.
According to reports, Bally Bets, the online brand for Bally’s, is set to be powered by Bet.Works.
The anticipated launch in Colorado, Indiana, Iowa, and New Jersey is scheduled for the second quarter of 2021.
TheScoreBet is powered by Bet.Works and is currently available in Colorado, New Jersey, and Indiana.
Could Bally Bets join Michigan online sports betting?
If Bally Bets products are delivered, “Bally Sports Detroit” would serve as an excellent marketing platform in Michigan.
Although most of the licenses and skins have already been claimed, there remains a slight possibility that the FireKeepers, Four Winds, or Soaring Eagle casinos, operated by the three tribes, may reconsider their self-branding strategies.
The Saginaw Chippewa Indian Tribe, which runs Soaring Eagle in Mount Pleasant, has not yet revealed any information regarding its partnership for online gambling or sports betting.
It’s possible that Bally’s could be joining the Michigan market a bit late. However, it’s important to remember that anything is possible, especially considering the current flow of investments.
Michigan sports fans have access to numerous pre-existing marketing opportunities that offer great value, which would be unwise to overlook.
