In a recent press release from The Walt Disney Company, it’s been announced that PENN Entertainment’s existing sportsbook will be rebranded as “ESPN BET” in a new partnership between the two entities. This marks a major shift in Disney’s involvement with legal betting, as well as the sports entertainment industry’s investment in the practice in general. Here is the full statement below:

Disney Announces ESPN BET

ESPN today announced an agreement with PENN Entertainment to launch ESPN BET, a branded sportsbook for fans in the United States. PENN Entertainment will rebrand its current sportsbook and relaunch as ESPN 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 furthers ESPN’s commitment to serve fans by leveraging ESPN’s industry-leading multi-platform reach with the rising 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 that collectively generate maximum fan awareness of ESPN BET.

“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 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.”

Over recent years, ESPN has greatly increased multi-platform sports betting content, adding digital programming, radio segments, and editorial coverage from talent. ESPN BET is now the latest offering from ESPN to meet fan demand for a trusted brand in the sports betting space. The ESPN BET brand will be home to ESPN’s overall sports betting content across platforms.

In concert with PENN Entertainment’s comprehensive responsible gaming programming, ESPN will use its platforms to educate sports fans on responsible gaming, including but not limited to:

• Continuing ESPN’s high standard of journalistic integrity when covering the sports betting space.
• Developing an ESPN committee of responsible gaming, representative of a diverse cross-section of the business, to regularly review compliance, programming, and policies.
• Implementing responsible marketing policies and guidelines to safeguard fans.
• Working with industry experts on best practices and continual review of Responsible Gaming programming.

PENN Entertainment is a a Pennsylvania-based company operating in integrated entertainment, sports content, and casino gaming. They operate 43 properties in 20 states, along with online services.

What do you think of this new partnership? Let us know in the comments.

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