Diamond Sports and FanDuel forge groundbreaking partnership

Sudhanshu Ranjan October 25, 2024

SiGMA news

Diamond Sports Group and FanDuel have announced a long-term commercial partnership, marking a significant move for sports media and online gaming. This collaboration will involve a broad rebranding effort and greater integration of digital and linear media, representing a pivotal moment in how sports fans engage with live events.

Historic partnership announcement

Diamond Sports Group is a key player in regional sports broadcasting, owning and operating 16 Regional Sports Networks (RSNs) that bring fans closer to their favourite teams and games. FanDuel is widely recognised as a leader in online gaming and sports betting in North America. FanDuel operates in all 50 U.S. states and continues to grow its customer base, offering a wide range of sports betting and gaming products.

Diamond Sports Group and FanDuel’s partnership is centred around renaming Diamond’s 16 RSNs under the FanDuel Sports Network brand and exploring a unified direct-to-consumer experience.

The deal provides FanDuel with exclusive naming rights to all 16 of Diamond’s RSNs, both on linear and digital platforms. This includes Diamond’s direct-to-consumer (DTC) product. FanDuel will enjoy exclusive media placements across live games in the NBA, NHL, and MLB. One of the most visible aspects of the agreement is the rebranding of Bally Sports RSNs, which will now bear the FanDuel name, including localised branding such as FanDuel Sports Network Detroit and FanDuel Sports Network Florida. David Preschlack, CEO of Diamond, emphasised the importance of this partnership in enhancing the fan experience. He pointed to the rebranding efforts and digital improvements as pivotal to driving value for Diamond’s stakeholders.

Preschlack stated, “Collaborating with FanDuel provides a tremendous pathway for Diamond to elevate the fan experience and deepen the incremental value we provide for our team, league, and distribution partners. This partnership reinforces opportunities to further strengthen the close connection our RSNs have with local fans, including enhancing our DTC offering for a growing digital audience. In the meantime, having finalised agreements with the NBA, NHL, and our key distributors, we remain focused on moving our business forward and driving value for our team partners and our stakeholders.”

Mike Raffensperger, President of Sports at FanDuel, expressed excitement about the opportunity to connect with a wider audience through the nation’s largest group of RSNs. Raffensperger expressed, “Partnering with Diamond provides us an opportunity to put the FanDuel brand at the intersection of the nation’s largest group of regional sports networks. A large cohort of FanDuel customers are devoted RSN viewers and this agreement allows us to further cement the FanDuel brand with sports fans and provides a unique vehicle to reward our users.”

Media integration and advertising opportunities

The partnership allows for media placement opportunities during live broadcasts of NBA, NHL, and MLB games. This integration will help FanDuel reach a larger audience and offer in-game promotions and fan engagement initiatives. The collaboration promises a unified direct-to-consumer experience, combining FanDuel TV programming with the new FanDuel Sports Network. Fans will have access to programmes like “Up & Adams” and “Run It Back,” along with live rights programming. This partnership creates synergy between regional sports broadcasting and digital sports betting, allowing both companies to leverage each other’s strengths in media and gaming.