• Loading stock data...
Sunday, July 13, 2025

ESPN Treads Lightly with Promoting Its Own ESPN Bet

  • The much-anticipated first weekend of ESPN Bet didn’t come with an over-the-top promotional rollout of betting app.
  • “It’s really a licensing and marketing deal with a path toward Disney getting equity in PENN,” said one gambling consultant.
ESPN Bet
ESPN and PENN Entertainment

The much-anticipated first weekend of ESPN Bet didn’t come with a promotional rollout to match.

ESPN included no reminders during Saturday’s “College GameDay.” Sunday’s early-morning Las Vegas Grand Prix broadcast didn’t have any mention of ESPN Bet, and you had to look closely to find ESPN Bet on “Sunday NFL Countdown.”

PENN Entertainment — the betting company running ESPN Bet — touted the ESPN firehose, but there are regulatory, contractual, and other reasons why the online betting launch hasn’t resulted in an inundation of promos for viewers.

“For as much as ESPN Bet has been hyped, ESPN doesn’t run the sportsbook,” gambling consultant Dustin Gouker told Front Office Sports. “It’s really a licensing and marketing deal with a path toward Disney getting equity in PENN.”

And it doesn’t prevent market leaders FanDuel, DraftKings, and other sportsbooks from running ads on ESPN promoting their more established products. 

ESPN Bet launched on Tuesday, three months after the 10-year, $2 billion deal between the Disney subsidiary and PENN Entertainment was announced

“College GameDay” was at James Madison University in Harrisonburg, Virginia, on Saturday. Virginia is one of the 17 states where ESPN Bet operates. PENN had operated in the state already when its online sportsbook had Barstool branding. 

Virginia law prevents the promoting betting to anyone under 21, which explains why “GameDay” lacked ESPN Bet promos during the hours-long broadcast.  

“ESPN Bet follows strict guidelines with respect to the promotion, advertising and solicitation of its services, and will not conduct any in-person gambling related marketing activities while physically present on a college campus or in front of an audience that is primarily composed of individuals under the age of 21,” a PENN spokesperson said in a statement to FOS. 

There are other reasons why ESPN may not want to go overboard with touting ESPN Bet. 

“If a game is on ESPN, and something happens it’s not ESPN who will be refunding customers,” Gouker said. “That’d be on PENN. It’s within the culture of sports betting to go on social media and ask for their bets to be voided.”

While the “Thursday Night Football” game between the Cincinnati Bengals and Baltimore Ravens was on Amazon, an ESPN Bet promo featured “Get Up,” “NBA Countdown,” and ESPN Radio host Mike Greenberg. The “Seeing Green” parlay included a prop for quarterback Joe Burrow, who was injured early in the game and exited. 

After the game’s conclusion, ESPN Bet announced on X (formerly Twitter) that it’d refund the bonus bets placed on the parlay.  

“They want those people who got that $200 bonus and all the existing Barstool users to stick around,” Gouker said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 10, 2025; Wimbledon, United Kingdom; Iga Swiatek of Poland at her on court interview after winning her match against Belinda Bencic of Switzerland on day 11 at All England Lawn Tennis and Croquet Club.

Wimbledon Set to Deliver Strong Finals Matchup for ESPN

Novak Djokovic is still in the hunt for his 25th Grand Slam.

F1’s ESPN-Apple Dilemma Could Come Down to Reach vs. Money

MLB and MLS games on Apple TV+ have not drawn huge audiences.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 8, 2025

Betway Parent to Complete U.S. Exodus, Blames Tax Volatility

“Recent regulatory developments” were cited. 
Mar 16, 2024; Las Vegas, NV, USA; The BetMGM Sportsbook at the Mandalay Bay resort and casino.
July 11, 2025

Support Grows to Repeal Gambling Tax in Trump Budget Bill

A new bill has been introduced in the Senate.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Sports are shown on TVs behind a bar as guests enjoy the grand opening of DraftKings Sports & Social in Ohio.
July 7, 2025

California AG Has Declared Daily Fantasy Sports Are Illegal. Now What?

The opinion might spark a broader DFS conversation in the state.
Dec 29, 2024; Philadelphia, Pennsylvania, USA; Dallas Cowboys quarterback Cooper Rush (10) passes the ball against the Philadelphia Eagles during the first quarter at Lincoln Financial Field.
July 3, 2025

California AG Says Daily Fantasy Sports Are Illegal

The AG rejected arguments that DFS are games of skill, not chance.
Jun 9, 2025; Cleveland, Ohio, USA; Cleveland Guardians starting pitcher Luis Ortiz (45) throws a pitch during the first inning against the Cincinnati Reds at Progressive Field.
July 3, 2025

Guardians Pitcher Luis Ortiz Put on Paid Leave Amid MLB Gambling Probe

Reports say the investigation is tied to gambling.
Jun 19, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard Andrew Nembhard (2) drives to the basket against Oklahoma City Thunder forward Chet Holmgren (7) during the third quarter during game six of the 2025 NBA Finals at Gainbridge Fieldhouse.
July 1, 2025

‘Existential Threat’: Underdog Sports Sues to Stop AG’s Fantasy Sports Opinion

The California AG is expected to release his opinion by Thursday.