PENN Entertainment is shifting its digital direction to focus on US iCasino and Canada, following the early termination of its US online sports betting deal with ESPN.
The company’s online sports betting marketing exclusivity with the sports broadcaster is set to conclude on 1 December 2025, bringing an end to the 10-year, $1.5bn partnership initially agreed upon by the two parties back in August 2023 that had podium position ambitions in the US sports betting market.
In addition, cash payments between PENN and ESPN are set to conclude at the end of the fourth quarter, while all unvested and performance warrants will be forfeited by the broadcaster.
theScore Bet rebrand
Speaking on the ESPN split, PENN CEO and President Jay Snowden stated that the termination was mutual and amicable, while its digital realignment will pivot to US iCasino and Canadian operations.
“PENN’s iCasino forward approach has clear long-term alignment to our core business, which will focus on cross-sell opportunities across our ecosystem and enhanced connectivity to our 33 million member PENN Play loyalty program,” Snowden said.
PENN will be rebranding its US online sports betting offering to theScore Bet, unifying its digital brand across North America.
Subject to regulatory approval, the rebrand has a target date of 1 December and will coincide with the launch of sports betting in Missouri.
Snowden added: “Our OSB offerings will continue to provide top of funnel acquisition and cross-sell opportunities for our Hollywood-branded iCasino, which will remain integrated into our OSB product in states where legal, in addition to serving as a standalone iCasino app.
“We will operate with a more efficient cost structure, including replacing fixed media spending with performance-based and regionally targeted marketing that complements our casino footprint.
“The realignment will free up resources to strategically invest in the North American markets with strong return potential, which we expect will drive enhanced unit economics and profitability.”
ESPN’s sports betting future
PENN will continue to be an advertising client of ESPN, but the sports broadcaster has now entered a multi-year agreement with another sportsbook – DraftKings.
DraftKings will become the official sportsbook and odds provider of ESPN, beginning in December with a full rollout expected in 2026. From launch, offerings that will be integrated into ESPN’s ecosystem include DraftKings’ sportsbook, daily fantasy and DraftKings Pick6.
In addition, the ESPN app’s betting tab will be powered by DraftKings and customers will receive special promotions for ESPN Unlimited, ESPN’s direct-to-consumer product.
With the departure of the ESPN BET app, the ESPN BET brand itself will now focus on sports betting content with DraftKings Sportsbook integrations, including its betting show ESPN BET Live and social channels.
