BALTIMORE— As Sinclair moves toward the launch of subscription streaming services for its regional sports networks this summer, Sinclair’s Diamond Sports Group (“Diamond”) subsidiary has appointed former Hulu exec Michael Schneider as COO and general manager of Bally Sports+, his new direct-to-consumer (DTC) sports department.
In this newly created role, Schneider will have operational oversight of the Bally Sports+ DTC sports platform, anchored by Bally Sports’ live events programming, providing fans with year-round opportunities to engage with content and communities employ people who are close to their hearts, called the company.
“Throughout his career, Michael has successfully launched and developed DTC streaming and service platforms and created immersive interaction experiences,” said Rob Weisbord, Sinclair COO and President of Broadcast. “He is a great addition to the team as we grow the Bally Sports+ offering, its exclusive content and its passionate fan base.”
Prior to joining Bally Sports, Schneider was Hulu’s VP of Brand and Content Marketing, where he led the teams driving Hulu’s marketing efforts in its SVOD and Live TV businesses. Schneider also oversaw brand marketing and strategy, audience development, live and licensed content marketing, social media, sports marketing, and the daily performance of Hulu + Live TV. Under Schneider’s leadership, Hulu launched and grew Hulu + Live TV into the leading US live streamer.
Before joining Hulu, Schneider was a founding member of the PlayStation Vue launch team, led consumer marketing and strategy, and was responsible for the service’s launch and business growth. Schneider also held several senior marketing positions at Charter and Time Warner Cable, where he led customer retention and loyalty initiatives.
“Now more than ever, local sports fans need a viewing experience that lets them stream and connect with their favorite teams in a more direct, interactive and meaningful way,” said Schneider. “I look forward to leading the Bally Sports DTC team as I believe our platform is best positioned to advance the industry and redefine local sport for the fans of today and tomorrow.”
Schneider was named to the prestigious AdAge 40 under 40 list and named by Business Insider as one of the most powerful marketing leaders in streaming. He holds an MBA from NYU Stern School of Business and a BA from Vassar College.