Bankrupt sports broadcaster Diamond Sports Group is seeking court permission to re-brand its network of Bally Sports local channels to FanDuel under a naming rights deal with the betting giant.
Diamond said in a Tuesday court filing that it needs to rebrand now, at the start of the National Hockey League and National Basketball Association seasons, because its current agreement with Bally Sports is set to expire at the end of the Major League Baseball season.
The deal represents a further merger between professional sports broadcasters and major gambling platforms. Revenue from US sports betting is expected to reach nearly $15 billion this year, according to research from Vixio Regulatory Intelligence.
