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ESPN took a step closer to its sportsbook becoming a reality on Wednesday as the network unveiled its ESPN BET logo.
ESPN BET is launching on November 14, 2023 in partnership with Penn Entertainment.
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The full conversion next month will take place all at once in 17 states.
The mint color is a stark departure from ESPN’s standard palette of red, black and white.
“The mint color is a twist on the traditional ESPN colorways, but one we think compliments the overall portfolio well,” said Chin Wang, vice president of Visual Storytelling for ESPN Creative Studio, in a statement. “ESPN Red is strong, standard-bearer, ESPN+ Gold is premium storytelling, exclusive, and now we have ESPN BET Mint, which is fun and innovative. Two traits we expect to come through when fans experience the new sportsbook.”
The network struck a 10-year, $1.5 billion deal in August with Penn. As the ESPN BET brand is set to go live next month, many questions remain as to how close the sportsbook will be tied in with the network, its reporters and its reporting.
Will network hosts be privy to information before it’s made public — before the market moves?
Penn does not hold licenses in the states with the most ESPN employees — Connecticut, New York and California.
Branding is expected to be pervasive across the network, but ESPN will still take money from other sportsbooks for advertising.
Penn has no more than 5% market share in any state. The stated goal is to have 20% national market share by 2027, which would make it the third largest sportsbook behind FanDuel and DraftKings.
