Deal aims to integrate the world of sports betting into the ESPN brand.
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License Global

August 14, 2023

ESPN logo.

ESPN has announced an agreement with PENN Entertainment to launch ESPN BET, a branded sportsbook for fans in the U.S. PENN Entertainment will rebrand its current sportsbook and relaunch as


BET, effective this fall in the 16 legalized betting states where PENN Entertainment is licensed. The rebrand includes the mobile app, website and mobile website. 

ESPN BET will leverage ESPN’s multi-platform reach with the product operations and expertise of PENN Entertainment. ESPN BET will become ESPN’s exclusive sportsbook, and PENN Entertainment will receive odds attribution, promotional services inclusive of digital product integrations, traditional media and content integrations and ESPN talent access, among other services. 

“Our primary focus is always to serve sports fans, and we know they want both betting content and the ability to place bets with less friction from within our products,” says Jimmy Pitaro, chairman, ESPN. “The strategy here is simple: to give fans what they’ve been requesting

and expecting from ESPN. PENN Entertainment is the perfect partner to build an unmatched user experience for sports betting with ESPN BET.” 

“This agreement with ESPN and collaboration on ESPN BET allows us to take another step forward as an industry leader,” says Jay Snowden, chief executive officer, president, PENN Entertainment. “Together, we can utilize each other’s strengths to create the type of experience that existing and new bettors will expect from both companies, and we can’t wait to get started.” 



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