Share 
PENN Entertainment and ESPN BET have decided to part ways just two years into a 10-year agreement both parties made back in August 2023.
By Dec. 1, ESPN BET will longer exist, as PENN Entertainment plans to rebrand the platform to theScore Bet, matching its Ontario presence. Shortly after the news, DraftKings and ESPN partnered to become “exclusive Official Sportsbook and Odds Provider of ESPN.”
PENN Entertainment and ESPN had high hopes when coming together in August 2023. The two sides envisioned a “podium position” among not only Pennsylvania sportsbooks, but across all markets.
However, ESPN BET had trouble achieving 5% market share, especially in Pennsylvania. In September, the first month of football, the operator recorded just 4.1% market share, which wasn’t nearly enough for the partnership to continue.
What happens to PENN and ESPN BET?
So PENN and ESPN will longer be partners starting on Dec. 1, which means ESPN BET will cease to exist. This, perhaps coincidentally, occurs on the same day Missouri sports betting launches, where PENN and ESPN Bet had been awarded a license.
For the second time in essentially two years, PENN is pivoting its online gambling plan once again.
After failed experiments with Barstool and ESPN, PENN has a new strategy. CEO Jay Snowden explained it in a press release:
“Looking ahead, we plan to rebrand our OSB offering in the U.S. to theScore Bet, with a target date of December 1, 2025 to coincide with the expected launch of sports betting in Missouri, subject to regulatory approvals.
“We currently operate theScore Bet brand in Ontario, and our OSB product across both the U.S. and Canada will now leverage connectivity with the theScore media app, which has approximately 4 million monthly active users across North America.
“Our OSB offerings will continue to provide a top of funnel cross-sell opportunity for our Hollywood-branded iCasino, which will remain integrated into our OSB product offering in states where legal, in addition to serving as a standalone iCasino app.”
The deal called for marketing services and the exclusive right to the ESPN BET trademark, along with PENN paying ESPN $150 million per year, over the next 10 years. PENN announced that outstanding payments to ESPN will cease in the fourth quarter of 2025.
DraftKings, ESPN new partnership
Since ESPN split up with PENN, that made the company a free agent. It didn’t take long for DraftKings to scoop up the media giant.
Also beginning Dec. 1, DraftKings Sportsbook products are going to be integrated across all ESPN platforms. A full launch is expected in 2026.
Jason Robins, CEO and Co-Founder of DraftKings, said in a statement:
“ESPN’s unmatched visibility across the world of sports make this collaboration a natural fit.
“As an innovative leader in digital sports entertainment, DraftKings is uniquely positioned to integrate our technology and products with ESPN’s iconic brand and storytelling power. Together, we’re delivering a seamless, engaging, and responsible experience that elevates how fans connect with live sports.”
DraftKings is expected to play a major role within the ESPN app. Users will receive special promotions for ESPN Unlimited, ESPN’s newly launched direct-to-consumer product.
ESPN’s Chairman Jimmy Pitaro believes the partnership is a perfect match:
“Our betting approach has focused on offering an integrated experience within our products.
“Working with DraftKings, a leader in the space, will allow us to build upon that foundation, continue to super-serve passionate sports fans and grow our ESPN direct-to-consumer business. We are excited about this new collaboration with DraftKings.”
What this means for bettors
Despite the changes, shifts and announcements, not much is going to change for PA bettors. Even though ESPN BET is shutting down, the app will be rebranded to theScore Bet.
All accounts, money, futures bets and responsible gambling tools will migrate automatically on Dec. 1. Bettors will not have to download a new app.
PENN also has four Hollywood Casino properties throughout the state. That means each retail sportsbook is likely to either stay as Hollywood or rebrand to theScore BET.
It also means that bettors are going to see a lot more DraftKings ads and promotions across ESPN platforms. ESPN is going to cite DraftKings odds in betting shows and other content.
Still, not much changes for Pennsylvania bettors.
