Tuesday September 26, 2023
The Best Employers in Sports Survey is Now Open!

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
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

We delve into the potential long-term impact of the five-month strike.
Listen Now
September 26, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

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
Copy Link
Link Copied
Link Copied

What to Read

ESPN Reportedly Closing Studios In Aftermath Of Layoffs

ESPN's Seaport studio will reportedly close by 2025.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Deion Sanders and The Rock

Deion Sanders Reshaping College Football Fanbase With Buffaloes Surge

Deion Sanders has made Colorado "Black America's Team."
Dallas Cowboys quarterback Dak Prescott is tripped up by New York Jets defensive end Solomon Thomas in the second quarter at AT&T Stadium.

NFL Viewership Sees 2% Increase in First Two Weeks of 2023 Season

The NFL is experiencing its highest viewership since 2018.
podcast thumbnail mobile
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

0:00
0:00

Featured Today

NFL's Swift Mania Starting To Show Impact Through Merch Sales, Viewership

Taylor Swift stole the NFL's spotlight by attending Sunday's Chiefs game.
First Take vs. FS1
September 26, 2023

Sharpe: 'First Take' Would Still Beat 'Undisputed' Without Stephen A.

Even if Smith leaves, Sharpe said he will still beat Skip Bayless in the ratings.
Rob-Manfred-MLB
September 25, 2023

Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.
September 25, 2023

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Coach Prime bringing improved tv ratings.

Coach Prime's Colorado Changing College Football Viewing Habits

The excitement around Deion Sanders and Colorado is helping drive record September TV ratings for college football.
Chiefs-Bears was the most-watched NFL game on any network this week — averaging 24.3 million viewers on FOX.
September 26, 2023

CBS Nets 13-Year High in September NFL Viewership

This month’s NFL on CBS broadcasts averaged 18.69 million viewers.
Viewership for TNF on Amazon is up 21% through two weeks over last season.
September 26, 2023

Amazon Gets Back-to-Back 'Thursday Night Football' Ratings Wins

Amazon's TNF viewership is up 21% through two weeks over last season.
Ohio State players celebrate after after their defeat of Notre Dame in the final seconds at Notre Dame Stadium.
September 25, 2023

Ohio State-Notre Dame Scores Historic 10.5M Viewers for NBC

It was NBC’s second-most-watched regular-season college football game ever.
The in-market KnightTime+ streaming service will offer 69 regular-season games.
September 25, 2023

Vegas Golden Knights Launch New Streaming Model Amid RSN Fallout

The KnightTime+ streaming service will offer 69 regular-season games.
September 24, 2023

Fox Opts For College Sports Over WWE Post-UFC Merger

Fox has plenty of college sports to lean on in WWE's absence.
NBC will reportedly pay $287 million annually across five years to air broadcast on USA Network.
September 21, 2023

NBC Inks WWE SmackDown Rights for Reported $1.4 Billion

The reported rights fee is about 40% higher than SmackDown's Fox deal.
September 20, 2023

Can Amazon Keep Up NFL Viewership Boost After Record Week 1?

The San Francisco 49ers and New York Giants face off on Thursday night.