ESPN unveils plans to launch sportsbook with Penn Entertainment

Sport media giant, ESPN has announced it will launch a sportsbook in the US in partnership with entertainment, sports content, and casino gaming provider Penn Entertainment.

Penn Entertainment will rebrand the Disney-owned company’s current sportsbook and relaunch as ESPN BET this autumn in the 16 legalised betting states in the US where Penn Entertainment is licensed.

The rebrand will include the mobile app, website, and mobile website.

The casino owner will receive odds attribution, promotional services inclusive of digital product integrations, traditional media and content integrations, and ESPN talent access, among other services.

Disney boss Bob Iger recently hired Kevin Mayer and Tom Staggs to serve as consultants who will reportedly work with ESPN president Jimmy Pitaro to plan a new strategy for sports channel ESPN, as well as serving as advisors to Iger.

“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,” said 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.”

Jay Snowden, chief executive officer and president, Penn Entertainment said: “This agreement with ESPN and collaboration on ESPN BET allows us to take another step forward as an industry leader. Together, we can utilise 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.”