• Loading stock data...
Wednesday, April 23, 2025

ESPN Will Still Be Able To Accept Ads From Other Sportsbooks

  • PENN’s ‘ESPN Bet’ deal with ESPN is non-exclusive from an ad standpoint.
  • But ESPN is expected to phase out previous deals with DraftKing and Caesars.
ESPN Bet
ESPN Images

The business outlook for ESPN looks even more lucrative the day after its historic move into sports betting. 

Despite ESPN’s 10-year, $2 billion deal with PENN Entertainment to create “ESPN Bet,” the sports media giant will still be able to accept advertising from other sports betting platforms.

The ESPN-PENN deal is non-exclusive from an advertising standpoint, sources tell Front Office Sports. That means ESPN can collect lucrative ad revenue from the likes of DraftKings, FanDuel, and Caesars Entertainment.

However, like league deals with official sponsors, only PENN can claim exclusive rights to the ESPN Bet trademark over the next decade. 

With PENN wielding full operational control, ESPN Bet will also get access to ESPN talent and programming — with the notable exception of “Insiders” such as Adam Schefter, Adrian Wojnarowski, and Jeff Passan.

Adam Schefter

Moving The Lines: How Will ESPN Insiders Play Into ESPN Bet?

ESPN is faced with a thorny problem: How will market-moving Insiders.
August 8, 2023

In 2020, ESPN signed co-exclusive, multi-year deals with DraftKings and Caesars but is expected to phase out those deals to pave the way for ESPN Bet’s official launch this fall.

During an earnings call Wednesday, PENN chief executive officer Jay Snowden did not comment directly on whether ESPN could pocket ad dollars from other sportsbooks. 

“This is not a typical media sportsbook commercial agreement. This is an exclusive and comprehensive alliance that will redefine the sports betting landscape with a highly aligned partner that long-term, like us, wants to see ESPN Bet at the top,” he said.

ESPN declined to comment on Wednesday.

But former ESPNer Darren Rovell of Action Network tweeted that PENN’s deal does not come with exclusive advertising privileges.

When one of his Twitter followers asked why, Rovell replied: “Because they don’t get a piece of bets and, at $150 million a year, Penn isn’t paying enough for an exclusive. It’s really a licensing deal to use their name for the betting app. It isn’t a joint venture with an incentivized earnout.”

– Front Office Sports newsletter co-author David Rumsey contributed to this story.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NBA Playoffs Deliver Most-Watched Opening Weekend in 25 Years

It was the most-watched opening weekend on ESPN platforms.
Shannon Sharpe

Shannon Sharpe Offered Accuser ‘At Least’ $10 Million to Settle

The sides are now tussling over the existence of a video.

Major Sports Figures Donated at Least $15M to Second Trump Inauguration

The Dallas Mavericks and Houston Rockets owners donated $1 million apiece.
Shannon Sharpe

Shannon Sharpe Accused of Rape in Civil Lawsuit

The case was filed by an anonymous woman in Nevada.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.
Netflix

Netflix Rises While Markets Slide—Thanks in Part to Live Sports

The streaming giant beats financial expectations as its sports presence grows.
April 15, 2025

WNBA Draft Draws 1.25M Viewers, Second-Best Behind 2.45M Last Year

Paige Bueckers was the No. 1 pick in the WNBA draft.
Lee Corso
April 17, 2025

Lee Corso Will Retire From ESPN at 90

The broadcaster is hanging up his headgear in August.
Sponsored

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

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
April 15, 2025

NBA Regular-Season Ratings Dip 2%, In Line With the NFL

The NFL also saw a 2% viewership decline last season.
April 14, 2025

Masters Final Round Draws 12.7M Viewers, Golf’s Best Since 2018

The final round was the most-watched golf event in seven years.
April 14, 2025

NBA Play-In Tourney Gets Warriors Boost Before Move to Streaming

The Play-In Tournament will stream on Amazon Prime Video starting next season.
April 14, 2025

NHL Playoffs Face Ratings Risks With Canadian Focus, Original Six Absence

The field includes no U.S. Original Six teams and a heavy Canadian presence.