Sinclair Broadcasting Corporation Introduces Fresh Sales and Content Divisions
Sinclair Broadcast Group, a leading media company, is set to unveil a strategic evolution with the rebranding of its sales and content divisions under AMP Sales & Marketing Solutions and AMP Media. This shift underscores Sinclair's commitment to expanding and enhancing its sports and digital media assets, positioning the company as a more integrated and versatile media player.
AMP Sales & Marketing Solutions: A New Approach to Advertising
The sales division of Sinclair Broadcast Group will transform into AMP Sales & Marketing Solutions beginning in February. This strategic evolution is designed to empower Sinclair's sales teams and position its specialists to deliver greater impact for clients and for their careers. Internal processes are being revamped to build a stronger, unified team with cutting-edge resources.
AMP Media: A Content Powerhouse
Sinclair is creating a new brand called AMP Media, focused on non-news content and original programming. AMP Media will serve as Sinclair's overarching content brand, blending programming and storytelling with cutting-edge technology and creativity. The new brand will encompass social verticals and introduce podcasts like "The Triple Option," "Throwbacks," and "Unfiltered Soccer with Landon Donovan and Tim Howard." AMP Media will be the umbrella for Sinclair's non-news original content.
A Broader Shift Towards Digital and Sports Media
The transformation to AMP Sales & Marketing Solutions and AMP Media reflects a broader shift toward expanding and enhancing Sinclair's sports and digital media assets. Sinclair has partnered with Athletes First as the exclusive sports media partner, utilizing AMP Sports to deliver event coverage, original content, and brand activations. This highlights a shift toward immersive sports media experiences and content-driven engagement.
Moreover, Sinclair has launched five new AMP sports podcasts focused on popular sports like college football and the WNBA, reflecting an emphasis on audio and digital content platforms beyond traditional broadcasting. This aligns with Sinclair's goal to grow digital and sports-related media formats within AMP, expanding audience reach and advertiser engagement.
AMP Media's Role in Sinclair's Financial Growth
Sinclair’s Q2 2025 financial reports show ongoing growth in core advertising revenues and multicast networks, despite overall challenges. This incentivizes Sinclair to focus on differentiated digital media offerings such as AMP. The Multifaceted AMP brand approaches sales, marketing, and content creation cohesively, supporting new revenue streams and engaging brands innovatively.
In Summary
Sinclair’s rebranding to AMP Sales & Marketing Solutions and AMP Media reflects a strategic evolution toward a digital-first, sports-focused multimedia company. This repositioning supports Sinclair’s broader goal of expanding non-traditional media assets and capitalizing on sports content’s value in the evolving media landscape.
Ryan Moore, the senior vice president and chief revenue officer at Sinclair Broadcast Group, will oversee the station's current sales organization, which will be renamed AMP Sales & Marketing Solutions. The media company is planning to introduce AMP to the market in the coming weeks, accompanied by a comprehensive media campaign that includes a mix of linear, digital, OTT/CTV, social, audio, and more. This campaign aims to showcase Sinclair's commitment to reshaping how it engages with consumers and delivers value to clients across all media touchpoints.
[1] Sinclair Broadcast Group. (2021). Sinclair Broadcast Group Announces AMP Sports and AMP Media. [Press Release] [2] Sinclair Broadcast Group. (2021). Sinclair Broadcast Group Reports Second Quarter 2021 Financial Results. [Press Release] [3] Sinclair Broadcast Group. (2021). Sinclair Broadcast Group Announces AMP Sports and AMP Media. [Press Release] [4] Sinclair Broadcast Group. (2021). Sinclair Broadcast Group Reports Second Quarter 2021 Financial Results. [Press Release]
The new division, AMP Sales & Marketing Solutions, is set to revolutionize advertising within Sinclair Broadcast Group. Its focus is on empowering sales teams and delivering greater impact for clients.
In addition, Sinclair has formulated AMP Media, a content-driven brand specializing in non-news content and original programming. This inclusive brand will house social verticals, podcasts, and original content catering to diverse interests.
The transition toward digital and sports media is amplified through partnerships such as the one with Athletes First for immersive sports media experiences. Sinclair is launching new AMP sports podcasts on popular sports like college football and the WNBA.
The ultimate goal of these transformations is financial growth for Sinclair. With Q2 2025 financial reports showing an increase in core advertising revenues and multicast networks, Sinclair is capitalizing on sports content's value in the evolving media landscape.
