In addition, PENN’s online casino offering is now accessible within ESPN BET via mobile and web under the Hollywood Casino brand in Michigan, New Jersey, Pennsylvania and West Virginia.
"We're extremely proud to introduce ESPN BET and look forward to delivering an exceptional customer experience to fans across the U.S.,” said Jay Snowden, CEO & President, PENN Entertainment.
“Our successful launch is the culmination of months of hard work across both teams and we could not be more excited to roll out ESPN BET in partnership with ESPN. PENN’s operational excellence paired with ESPN's unmatched brand and reach is a powerful combination that will drive this compelling new sportsbook.”
ESPN BET operates on the Penn Interactive Gaming Platform, a state-of-the-art, proprietary technology stack built by PENN’s in-house product and engineering teams. In August 2023, PENN entered into a transformative, exclusive long-term strategic alliance with ESPN, Inc. and ESPN Enterprises, Inc. relating to online sports betting within the United States.
PENN’s rights to the ESPN BET brand will initially run for 10 years. It will also have the option of an extension for another decade. As well as the US$1.5 billion licensing deal, PENN has also granted ESPN share purchase rights worth approximately US$500 million.
ESPN will be implementing an initial wave of integrations targeting an estimated audience of 200 million. The ESPN BET launch will also see an advertising campaign headlined by SportsCenter anchors Scott van Pelt and Elle Duncan.
ESPN is the largest sports media brand in the US, with over 105 million monthly unique digital visitors. Its social media presence tops 370 million fans and 25 million subscribe to its ESPN+ streaming service. ESPN is also the biggest brand on TikTok with 41 million followers worldwide.
Source: GMB / iGB
