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Sinclair Broadcast Group goes ‘all in’ on Bally Sports rebranding

A look at a redesigned studio set for the newly rebranded Bally Sports South. (Sinclair Broadcast Group)

Sinclair Broadcast Group's dramatic naming rights deal with Bally's Corp. for its portfolio of regional sports networks goes into effect this week with the start of the 2021 Major League Baseball regular season. Rob Weisbord, Sinclair president of broadcast and chief advertising and revenue officer, speaks to SportBusiness US Editor Eric Fisher about the Bally Sports rebranding.

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