Sinclair Sports Group and AT&T Launch Strategic Collaboration with Shams Charania for 2021-22 NBA Season


BALTIMORE – (COMMERCIAL THREAD) – Sinclair Sports Group, a business division of Sinclair Broadcast Group, Inc. (NASDAQ: SBGI) and AT&T today announced a new strategic collaboration, which will maximize the digital and social assets of Stadium, the 24-hour multi-platform sports network. 24 and 7 days a week. , and the Bally Sports Regional Sports Networks (RSN) for the 2021-22 season of the National Basketball Association (NBA).

Building on their long-standing relationship, AT&T will join Sinclair and Stadium to collaborate with NBA Insider, Shams Charania, sponsoring last-minute updates, evolving storylines, creative digital integrations, on-site event activations and more throughout the season. The collaboration will also welcome AT&T as the main sponsor of the stadium-produced weekly NBA show, “Inside the Association,” and throughout NBA games broadcast live on the Bally Sports app and

Since joining Stadium in 2018, Charania has been an integral part of Stadium’s core programming. He has seen his Twitter account grow by almost 50% in the past year and has one of the highest engagement rates in any user on Twitter. The Chicago native has received tremendous attention since joining Stadium, including being included on the Forbes “30 under 30” list and named “Insider of the Year” by The Big Lead. Charania has also made several appearances on CNN, NBC, CNBC, TNT, FOX Sports and a host of other high profile interviews since arriving at the Stadium.

This latest collaboration between Sinclair and AT&T began before the 2021 NBA Draft in late July with “Inside the Association: Draft Special, Presented by AT&T 5G”. The four-hour show set viewership records for Stadium and saw an almost 25% increase in viewership over the previous year’s show. This work continued the following week with “Inside the Association: Free Agent Special, presented by AT&T 5G” with the latest news from Charania live on Stadium.

“We are delighted to extend our collaboration with AT&T through this innovative and strategic program,” said Eric Welles, senior vice president of national sales, Sinclair Sports. “By utilizing Sinclair’s NBA assets and AT & T’s presence within the NBA community, we can provide fans with unique content through digital, social and on-site activations. Our work together will allow us to meet fans where they are on all platforms with timely and important coverage, while creating experiences that will push the boundaries of how they interact and engage with the NBA.

About Sinclair Broadcast Group, Inc.

Sinclair (NASDAQ: SBGI) is a diverse media company and a leading provider of sports and local news. The Company owns and / or operates 21 regional sports network brands; owns, operates and / or provides services to 185 television stations in 86 markets; is one of the main providers of local information in the country; has several national networks; and has television stations affiliated with all the major broadcast networks. Sinclair content is delivered through multiple platforms, including multi-channel live video program distributors and digital platforms. The Company regularly uses its website as a key source of information about the Company, accessible at

About AT&T Communications

We help family, friends and neighbors connect in meaningful ways every day. From the first phone call over 140 years ago to mobile video streaming, we @ATT innovate to improve lives. AT&T Communications is part of AT&T Inc. (NYSE: T). For more information, please visit us at


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