{"id":26142,"date":"2023-07-21T10:33:12","date_gmt":"2023-07-21T17:33:12","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26142"},"modified":"2026-01-28T09:50:19","modified_gmt":"2026-01-28T09:50:19","slug":"bally-sports-embraces-shorter-mlb-games","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/bally-sports-embraces-shorter-mlb-games\/","title":{"rendered":"With Music by BUTTER Music &#038; Sound, Bally Sports Embraces Shorter MLB Games in New Marketing Effort via Ad Age"},"content":{"rendered":"<h1>The regional sports network brand plugs \u2018Short Boys\u2019 beers as it seeks greater fan awareness amid financial troubles.<\/h1>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-26144\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/07\/Bally-Media-.jpeg\" alt=\"\" width=\"660\" height=\"440\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/07\/Bally-Media-.jpeg 660w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/07\/Bally-Media--300x200.jpeg 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/07\/Bally-Media--350x233.jpeg 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/07\/Bally-Media--600x400.jpeg 600w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/p>\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">Bally Sports is taking a quick minute to pay tribute to the MVP of the baseball season\u2014the pitch clock.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">The network of regional sports channels\u2014which is trying to overcome financial problems while pivoting to a streaming model\u2014is doing so through a tribute to 1970s beer ads that supposes that shorter baseball games require shorter accompanying beers. The spot, which features an appearance from 6-foot-10 Baseball Hall of Fame pitcher Randy Johnson, comes from creative agency R&amp;R Partners.<\/p>\n<p><iframe title=\"Bally Sports Short Boys \u2022 Commercial\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/eJhk68N9Azc?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Guto Araki, chief creative officer of R&amp;R, said the spot is part of an overall branding strategy for Bally Sports meant to \u201crecode people\u2019s understanding of what this brand is.\u201d<\/p>\n<h4>Bankruptcy<\/h4>\n<p class=\"paragraph-newsletter-9\">It\u2019s a complicated story. Bally Sports is not a casino, a gym or a pinball machine maker, but the name of 19 former Fox Sports Net regional sports networks divested by Disney\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.nytimes.com\/2019\/03\/20\/business\/media\/walt-disney-21st-century-fox-deal.html\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">as it acquired 20th Century Fox in 2019.<\/a>\u00a0Sinclair Broadcasting purchased the channels; Bally Corp., the gaming company, purchased the naming rights, with the idea of promoting its casino and gaming services. Diamond Sports Group is the subsidiary of Sinclair that operates the network.<\/p>\n<p class=\"paragraph-newsletter-10\">Beset by high debts and cord-cutting consumers, Diamond Sports Group filed for bankruptcy protection in March. When Diamond fell behind on rights payments to the San Diego Padres in May, the team\u2019s broadcasts were\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.nytimes.com\/2023\/05\/31\/sports\/baseball\/mlb-padres-broadcasts.html\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">swiftly taken over by Major League Baseball<\/a>. On Tuesday, the judge in the bankruptcy case approved Diamond&#8217;s bid to reject its broadcast contract for the Arizona Diamondbacks, whose games will also go to an MLB-controlled broadcast.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-11\">The restructuring agreement Diamond is pursuing in bankruptcy court\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.businesswire.com\/news\/home\/20230314006050\/en\/Diamond-Sports-Group-Commences-Voluntary-Chapter-11-Proceedings-to-Strengthen-Balance-Sheet\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">contemplates spinning off from Sinclair\u00a0<\/a>to be a standalone company focusing on the\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.ballysports.com\/plus\/faqs\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">newly launched Bally Sports+ streaming service<\/a>\u00a0to complement its RSNs. The group currently has MLB streaming rights for the Detroit Tigers, Kansas City Royals, Milwaukee Brewers, Tampa Bay Rays and Miami Marlins. But the group still needs to secure streaming and expanded digital rights for its streaming products, it said.<\/p>\n<div class=\"crain-advertisement mobile-tablet adscount2\"><\/div>\n<p class=\"paragraph-newsletter-12\">Bally execs are optimistic that marketing can help distinguish the product and set the stage for new growth as a streamer.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-13\">\u201cI think now is a better time than any to get fans to rethink what Bally Sports is; awareness since the Fox rebrand has been low and our name can be confusing,\u201d Michael Schneider, chief operating officer and general manager of Bally Sports+, said in emailed remarks. \u201cNow is the time to really transition the brand from one that is synonymous with linear local television to one that really speaks to the exciting future we see in front of us and how our product and relationship with fans is evolving.\u201d<\/p>\n<h4>Easter Egg<\/h4>\n<p class=\"paragraph-newsletter-14\">Araki relied on a staff of creatives with experience in sports and deep baseball knowledge to come up with the \u201cShort Boys\u201d concept. They include brothers Beau and Bryan Abbott, who are behind the\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/baseballcardvandals.com\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">\u201cBaseball Card Vandals\u201d<\/a>\u00a0project. The Abbotts suggested giving Johnson a call to provide contrast to the stubby \u201cShort Boy\u201d cans. They also gave baseball fans an Easter Egg in the form of a pigeon flying by as Johnson appears; \u201cThe Big Unit\u201d famously, if accidentally, fatally struck a pigeon with a fastball in 2001.<\/p>\n<p class=\"paragraph-newsletter-15\">\u201cThe guys on my team are avid baseball fans, and one thing the team found was the amount of conversation around the pitch clock,\u201d Araki said. \u201cWe thought there was some tension because there\u2019s a lot of tradition around baseball, and all of a sudden you\u2019re changing a rule \u2026 we thought this was something interesting to talk about.\u201d<\/p>\n<p class=\"paragraph-newsletter-16\">The pitch clock, which enforces a 15-second limit between pitches, or 20 seconds with runners on base\u2014has reportedly shaved a radical\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.cbssports.com\/mlb\/news\/two-months-in-mlbs-new-pitch-clock-is-shortening-games-speeding-up-action-and-bringing-fans-to-the-ballpark\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">27 minutes off the average game time<\/a>, as compared to last year.<\/p>\n<p class=\"paragraph-newsletter-17\">The initiative, meant to increase the pace of play, has had other impacts in beer: Five MLB clubs (Milwaukee Brewers, Arizona Diamondbacks, Houston Astros, Minnesota Twins and Texas Rangers) this season extended alcohol sales past the customary seventh inning cutoff at their home games (the Brewers subsequently reverted).<\/p>\n<p class=\"paragraph-newsletter-18\">The 8.4-ounce beers featured in Bally\u2019s ad really exist. They are available at the five breweries where they were made: Dog &amp; Pony Show Brewing (Detroit), City Barrel Brewing (Kansas City),\u00a0Company Brewing (Milwaukee),\u00a0Cigar City Brewing (Tampa), and Tripping Animals Brewing (Miami). Bally has MLB streaming rights to teams in each of those cities.<\/p>\n<p class=\"paragraph-newsletter-19\">The ad will be shown in those same five markets. The media plan includes buys with connected TV, Meta, Twitter, YouTube and Snapchat; display banners; streaming audio on Spotify; and out-of-home including digital screens in bars, according to R&amp;R.<\/p>\n<p>Click <a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/bally-sports-embraces-shorter-mlb-games-new-marketing-effort\/2504751?utm_source=ad-age-news-alerts&amp;utm_medium=email&amp;utm_campaign=20230719&amp;utm_content=hero-headline\">HERE<\/a> to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The regional sports network brand plugs \u2018Short Boys\u2019 beers as it seeks greater fan awareness amid financial troubles. &nbsp; Bally Sports is taking a quick minute to pay tribute to the MVP of the baseball&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26145,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[268,270,278,211,217,218,234,250,256],"tags":[1925,2302,2462,3749,3750,3751,3752,248,249,257,261,263,1725],"class_list":["post-26142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","category-music-sound-design","category-spots","category-fresh-news","category-ads","category-advertising","category-production","category-audio","category-butter","tag-beer","tag-sports","tag-baseball","tag-bally-sports","tag-mlb","tag-short-boy","tag-short-boy-summer","tag-ad","tag-advertising","tag-butter-music-sound","tag-commercial","tag-creativity","tag-jingle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by BUTTER Music &amp; 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