Fox Sports Detroit Will Rebrand As Bally Sports Detroit, But Is Bally Bets Coming To MI?

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For years, Michigan sports enthusiasts have been constantly exposed to television advertisements promoting various casinos throughout the state.

Online sportsbooks like DraftKings and FanDuel will soon be launching extensive local marketing campaigns across the state, following the initial national advertising. Keep an eye out for their ads appearing more frequently.

According to a report from Sports Business Daily on Wednesday, Bally’s Sports has elevated its game by acquiring the naming rights for Fox Sports Detroit. This station is where fans of the Detroit Pistons, Red Wings, and Tigers tune in to watch their favorite teams play. As a result, the station will now be rebranded 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 the rights deal with Sinclair Broadcast Group.

Is the Michigan TV presence merely an added bonus for Bally’s as part of a larger deal? Alternatively, could Bally’s find a way to enter the state’s sports betting market through this opportunity?

Regardless of whether they do or not, this further emphasizes the increasing popularity of betting in the sports industry.

Fox Sports Detroit reaches a large Michigan audience

The exclusive platform to stay connected with 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 recently, brighter days are expected in the future.

Despite everything, Michigan’s diehard sports fans persist in standing strong with their home teams.

According to the New York Post, Bally’s has invested $85 million over a span of 10 years to secure the naming rights for Fox Sports Detroit and 20 other regional networks. However, no specific timeline for any rebranding initiatives has been announced.

Last year, Sinclair acquired FSD and 20 other regional sports networks from Fox, which now exclusively broadcast games for professional teams like the Pistons, Red Wings, and Tigers, among others, totaling 42 teams in total.

Bally’s envisions a future where viewers can seamlessly place bets on games directly through their televisions, as per the Post.

The manner in which this will occur in Michigan, where online sports betting is set to be introduced soon, remains uncertain.

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.

Following the Caesars and Eldorado Resorts merger, Twin River Worldwide Holdings has rebranded as Bally’s after acquiring both Bally’s properties and the brand.

Twin River, now set to manage 14 casinos across 10 states, has intentions to breathe new life into the renowned Bally’s brand.

Nevertheless, the company lacks ownership of a casino in Michigan and lacks a clearly defined pathway for digital product accessibility.

The Bally’s brand has been well-known in the gambling industry for a long time, operating casinos in Atlantic City and on the Las Vegas Strip. However, it is worth mentioning that Bally’s does not currently possess ownership of the Bally’s Vegas property.

According to reports, Bally Bets, the online brand for Bally’s, will be powered by Bet.Works.

Colorado, Indiana, Iowa, and New Jersey are anticipated to witness the launch by Q2 2021.

TheScoreBet, powered by Bet.Works, is currently operational in Colorado, New Jersey, and Indiana.

Could Bally Bets join Michigan online sports betting?

If the products are delivered, Bally Bets could greatly benefit from using “Bally Sports Detroit” as a marketing platform in Michigan.

Although most of the licenses and skins have already been claimed, there remains a slim possibility that the FireKeepers, Four Winds, or Soaring Eagle casinos, operated by the three tribes, might reconsider their self-branding strategies.

The Saginaw Chippewa Indian Tribe, which runs Soaring Eagle in Mount Pleasant, has not yet revealed any information regarding a potential online gambling or sports betting partner.

Bally’s entry into the Michigan market could potentially be delayed, but it’s important to never dismiss the possibility, especially considering the current influx of investments.

Michigan sports fans have access to several pre-existing marketing opportunities that may be too enticing to ignore.

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