ESPN to Launch ESPN BET in New Deal with PENN Entertainment
ESPN to Launch ESPN BET in New Deal with PENN Entertainment

ESPN today announced an agreement with PENN Entertainment to launch ESPN BET, a privately-branded sportsbook for fans across the United States.

PENN Entertainment will revamp its current sportsbook and relaunch it as ESPN BET in 16 legal betting states where the company is licensed. The redesign includes the mobile app and the website.

ESPN BET strengthens the broadcaster’s commitment to serving fans by leveraging the company’s industry-leading cross-platform reach with PENN Entertainment’s growing operations and product expertise.

The new brand will become the exclusive sportsbook, and PENN Entertainment will receive odds assignment, promotional services including digital product integrations, traditional media and content integrations, as well as access to ESPN talent, among other services that generate collectively the maximum awareness of fans about betting.

Sports Betting - ESPN Press Room U.S.
The broadcaster already makes frames and programs aimed at the sports betting sector.

“Our primary focus is always serving sports fans and we know they want both betting content and the ability to place bets with less friction within our products,” said Jimmy Pitaro, President of ESPN.

“The strategy here is simple: give fans what they have been asking and expecting from ESPN. PENN Entertainment is the perfect partner to build an unparalleled user experience for sports betting with ESPN BET,” added Pitaro.

Jay Snowden, CEO and President of PENN Entertainment, said, “This agreement with ESPN and the collaboration on ESPN BET allows us to take another step forward as an industry leader.”

“Together, we can use each other’s strengths to create the kind of experience existing and new punters have come to expect from both companies, and we can’t wait to get started,” added Snowden.

ESPN expands sports betting content

In recent years, the broadcaster has grown sports betting content across multiple platforms, adding digital programming, radio segments and editorial coverage of talent.

ESPN BET is now the latest offering to meet fan demand for a trusted brand in the sports betting space.

In conjunction with PENN Entertainment’s comprehensive responsible gaming programming, the broadcaster will use its platforms to educate sports fans about responsible gaming, including, but not limited to:

  • Continuing the high standard of journalistic integrity when covering the sports betting space;
  • Develop a responsible gaming committee, representative of a diverse cross-section of the business, to regularly review compliance, schedule and policies;
  • Implement responsible marketing policies and guidelines to protect fans;
  • Working with industry experts on best practices and ongoing review of responsible gaming programming.