This Diamond Sports Group saga continues, and it’s shaping up to be one of the biggest stories in the intersection of sports broadcasting and legalized gambling. Diamond Sports Group, currently navigating the rough seas of bankruptcy court, just dropped a major bombshell. They’re moving on from their previous naming sponsor, Bally’s Corporation, and entering a fresh partnership with FanDuel. If all goes according to Diamond’s plans, Bally Sports South and Bally Sports Southeast will soon be rebranded as FanDuel Sports Network South and FanDuel Sports Network Southeast.
Now, let’s break this down. FanDuel’s move into the broadcasting world isn’t just another splash in the pool, it’s a cannonball. If Diamond manages to pull off this restructuring and emerge intact from the bankruptcy quagmire, it’ll be a massive victory for FanDuel.
Legalized sports betting has been weaving its way into professional sports for years—little by little, from ticker updates on betting lines to commercials featuring big-name athletes. But a full-blown network takeover? That’s another level entirely.
This deal isn’t just about putting a name on a screen. It’s about positioning FanDuel at the very heart of the sports broadcasting experience.
Now, we may be seeing the FanDuel brand integrated not just in ads or segments but also as the very identity of the network.
It’s a bold move, and it’s going to elevate FanDuel’s presence across the professional sports landscape, solidifying them as a top player in the sports-betting world if Diamond’s plan comes to fruition.
But here’s where things get sticky, MLB isn’t exactly thrilled. And for a good reason. Major League Baseball has been closely watching this bankruptcy court drama, and they’ve got serious reservations about Diamond’s future and their involvement with the Braves.
MLB sees Atlanta as a golden goose in terms of TV viewership, and they aren’t keen on letting a financially unstable partner continue handling such a valuable asset. In fact, they’re pretty vocal about wanting to distance themselves from Diamond altogether. So, while the plan to transform Bally Sports South into FanDuel Sports Network sounds all shiny and new, it’s still dangling on a big “if.”
There’s a very real chance that MLB will step in and decide to steer the Braves away from Diamond Sports Group entirely before Opening Day 2025 rolls around. The league is making it clear they want stability and certainty, not a broadcaster in the throes of bankruptcy. That means we could see the Braves under new network ownership before any of those FanDuel-branded polos make it into the broadcast booth.
So, this story is far from over. We might get the full FanDuel experience next season, or we could witness a complete split between Diamond Sports and the Braves. Either way, the evolution of sports broadcasting and the growing influence of sports betting are moving faster than ever.
