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State of the Screens

Bally’s Bets Big on Sports Networks

By April 22, 2021No Comments

Bally Sports Desk in Newsroom

Big news: Sinclair’s regional sports networks (RSN) have rebranded following a sponsorship deal with Bally’s for $85M over 10-years.

Bally Sports Regional Map

Quote from Laura Mickelson – VP, production @ Bally Sports Networks:
“It has been 25 years since the [Fox Sports] RSNs started out, and this is the first major rebrand. It’s massive in scope across the board. It’s not like just remodeling your own home; it’s like remodeling an entire neighborhood that is spread across the country — all with different dimensions, sizes, and needs.”

Key numbers for Sinclair/Bally Sports RSN rebrand:
1) 64 different desks for hosts
2) 500+ pieces of artwork
3) 2.8K network/team/player animation graphics
4) 120 templates for in-game graphics
5) 3K+ new sponsorship graphics

Bally Sports Rebrand Graphic

Why this matters: The average U.S. pay-TV subscriber’s monthly bill includes $20 in fees for sports networks. This is a big bet for Sinclair and a massive undertaking.

Worth the time: Brad Adgate has an excellent deep dive on this topic.

Average revenue per subscriber (YoY growth) for regional sports networks according to S&P Market Intelligence:
1) 2015 – $2.50 (↑ 14%)
2) 2016 – $2.60 (↑ 4%)
3) 2017 – $2.90 (↑ 12%)
4) 2018 – $3.10 (↑ 7%)
5) 2019 – $3.30 (↑ 6%)
6) 2020P – $2.60 (↓ 21%)
7) 2021P – $3.70 (↑ 42%)
8) 2022P – $4.00 (↑ 8%)
9) 2023P – $4.30 (↑ 8%)
10) 2024P – $4.50 (↑ 5%)

Rising Programming Costs Chart

Total revenue (YoY growth) for regional sports networks according to S&P Market Intelligence:
1) 2019 – $6.1B (↑ 1.7%)
2) 2020 – $6.2B (↑ 1.6%)
3) 2021P – $6.4B (↑ 3.2%)
4) 2022P – $6.5B (↑ 1.6%)
5) 2023P – $6.6B (↑ 1.5%)

Flashback #1: Baseball Saw a Million More Empty Seats. Does It Matter?

 

Flashback #2: Sinclair Buys Regional Sports Networks From Disney in $10.6 Billion Deal

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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