The partnership between Penn Entertainment and ESPN Bet will end nearly eight years ahead of schedule, marking a major shift in the U.S. sports betting landscape. Originally launched in late 2023 as a 10-year, $1.5 billion agreement, ESPN Bet was intended to combine ESPN’s massive sports media reach with Penn’s gaming expertise. The collaboration struggled to meet expectations, capturing only around three percent of the national betting market, far below its initial targets.
Penn announced that the partnership will conclude on December 1, 2025. The decision was described as mutual and amicable. Following the split, Penn will rebrand its sportsbook under the name theScore Bet, a brand it already operates in Canada. The ESPN Bet app will automatically transition to the new identity once the deal ends. Penn CEO Jay Snowden said the move allows the company to focus on integrating its digital products and expanding its iCasino business, rather than relying heavily on expensive media partnerships.
For ESPN, the end of ESPN Bet does not signal a retreat from the sports wagering space but rather a strategic pivot. The network has entered into a new multi-year deal with DraftKings, which will become the exclusive official sportsbook and odds provider of ESPN. This partnership will go into effect the same day the Penn deal expires. ESPN plans to integrate DraftKings’ sportsbook and fantasy products directly into its platforms, including a new betting tab within the ESPN app and expanded betting-focused programming such as ESPN Bet Live.
The decision underscores how challenging it remains for new entrants to secure market share in the crowded U.S. sports betting sector, dominated by DraftKings and FanDuel. Despite ESPN Bet’s strong brand recognition and heavy promotional backing, it failed to convert that visibility into sustained customer growth.
With the transition, ESPN shifts from operating a branded sportsbook to leveraging its media dominance through strategic integrations, while Penn refocuses on its core gaming operations. The end of ESPN Bet’s short-lived run illustrates the evolving balance between media partnerships and betting operators competing for attention in an increasingly saturated market.
