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ESPN Ends Betting Partnership With PENN Entertainment, Shifts To DraftKings

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  Published in Media and Entertainment on Thursday, November 6th 2025 at 9:21 GMT by Deadline.com
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ESPN Bet to Shut Down Operations Amid Struggling Joint Venture with Penn Entertainment

A joint venture that promised to combine the power of ESPN’s media brand with Penn Entertainment’s sports‑betting expertise will be dissolved by the end of 2025, according to a statement released by the two companies. The decision to terminate ESPN Bet’s operations comes after a brief period of underperformance, intense competition in the rapidly expanding U.S. sports‑betting market, and mounting regulatory challenges.

A Brief History of the Partnership

ESPN Bet was launched in 2023 as a brand‑licensed sports‑betting platform that leveraged ESPN’s long‑standing sports coverage and fan engagement. The venture was structured as a 50/50 partnership between ESPN, the media conglomerate behind the sports network, and Penn Entertainment, a casino and gaming operator that had recently expanded into sports betting after the 2021 Supreme Court ruling that removed the federal bar on the activity.

Under the agreement, Penn Entertainment supplied the technological infrastructure, customer‑service operations, and licensing rights in multiple states, while ESPN contributed brand power, content integration, and a cross‑promotional strategy across its television, digital, and streaming properties. The joint venture debuted in California, New York, and a handful of other states where online sports betting had become legal.

Performance Shortfalls and Market Saturation

Despite the high profile of the partnership, ESPN Bet struggled to gain a foothold in the market. Analysts noted that the platform’s launch coincided with an explosion of new entrants, many of which were backed by major sports leagues or larger media companies. As a result, consumer attention was fragmented, and ESPN Bet failed to secure a significant share of daily betting volume.

“ESPN Bet’s launch was too late to capture the early momentum that other brands enjoyed,” said an industry analyst at a recent sports‑betting conference. “The platform was also limited to a small number of states, and the user experience didn’t differentiate itself enough to attract serious bettors.”

Financial reports from the two companies indicated that revenue from the joint venture was far below projections, with operating costs—particularly marketing spend on ESPN broadcasts and digital campaigns—outpacing betting payouts. The partnership’s loss‑making profile persisted over its first eighteen months, prompting a reassessment of its long‑term viability.

Regulatory Environment and Strategic Realignment

The regulatory climate has also played a role in the decision. States are tightening rules around online betting, requiring stricter data‑protection measures and limiting promotional activities that could be deemed misleading. Penn Entertainment, which had begun to diversify its portfolio beyond sports betting into casino gaming and other gambling formats, announced that it would refocus its resources on those areas that promise higher margins and more stable regulatory frameworks.

“Given the competitive intensity and the evolving legal landscape, we have decided to step back from the sports‑betting space,” said a spokesperson for Penn Entertainment in a press release linked to the article. “Our strategy moving forward will focus on scaling our core casino and gaming businesses, which have demonstrated stronger returns.”

ESPN, for its part, stated that it would not pursue a new sports‑betting venture immediately but would continue to explore other digital opportunities that align with its content strategy. The network also emphasized its commitment to delivering high‑quality sports coverage and fan engagement, noting that the partnership with Penn Entertainment had been a learning experience in a complex market.

Impact on Employees, Customers, and the Broader Ecosystem

The closure will affect approximately 150 employees who were directly involved with ESPN Bet’s operations. Penn Entertainment has pledged to offer outplacement services and retain a portion of the workforce where possible. Customers of the ESPN Bet platform will be notified of the service discontinuation by the end of November 2025 and will be directed to alternative betting providers in their respective states.

Industry observers point out that the shutdown underscores the difficulty of sustaining a brand‑licensed betting platform in a crowded market where consumer loyalty is driven by user experience, odds competitiveness, and promotional incentives. The decision may prompt other media‑betting partnerships to reconsider their strategies, especially those that rely heavily on advertising and cross‑promotion rather than organic brand affinity.

What Lies Ahead for Sports Betting in the U.S.

The exit of ESPN Bet does not signal a retreat of the industry as a whole. Rather, it illustrates the need for sharper focus and differentiation in a market that is reaching saturation. Penn Entertainment’s pivot back to casino gaming and other gambling modalities could be a harbinger of a broader trend where traditional gaming operators seek to diversify away from sports betting’s high‑volume, low‑margin environment.

Meanwhile, ESPN is expected to continue exploring digital ventures, perhaps through data analytics, personalized content, or other interactive experiences that complement its core sports programming. The sports‑betting market will likely continue to evolve, with new entrants emerging from tech firms, sports leagues, and betting giants that are refining their customer acquisition models.

As the industry moves forward, the lessons from ESPN Bet’s brief lifespan will inform the next wave of collaborations, highlighting the importance of early market entry, robust technology platforms, and an authentic connection to the fan base. The closure of the venture serves as a reminder that even iconic brands must adapt quickly to survive in a rapidly changing betting landscape.