ESPN and DraftKings kicked off their new partnership on the same day as PENN Entertainment rebranded a sports betting platform it launched with ESPN.
On Monday, ESPN leveraged its new partnership with DraftKings to provide sports betting content to sports fans across the country. Last month, ESPN announced its partnership with DraftKings, making the Boston-based gaming giant an official sportsbook and odds provider of ESPN. The deal was forged after ESPN and PENN agreed to mutually part ways, ending a 10-year online sports betting agreement early. The agreement allowed PENN to end its partnership with ESPN after the third year of ESPN Bet operations.
PENN paid ESPN approximately $1.5 billion in cash to launch the ESPN Bet brand.
The deal, which also included $500 million of warrants to purchase PENN stock, provided PENN with rights to use the ESPN brand for media and marketing. The nixed agreement provided a pathway for DraftKings to partner with ESPN as the media giant takes a new approach to sports betting content.
ESPN ‘evaluating’ TV betting program
ESPN’s relationship with PENN supported a televised sports betting content through ESPN Bet Live, a program that airs on ESPN2 five days a week. The program provides expert analysis and up-to-date news and odds from ESPN personalities, including Erin Dolan.
ESPN temporarily pulled ESPN Bet Live from its programming as it handles the recent changes with the brand and is considering next steps, according to an ESPN spokesperson.
ESPN Bet Live, formerly Daily Wager, has served as ESPN’s betting program since 2019.
ESPN provides DraftKings integrations
The new partnership between ESPN and DraftKings allows the “Worldwide Leader in Sports” to provide DraftKings odds that are integrated into ESPN daily broadcasts. The integrations provided viewers with the latest DraftKings odds for multiple sports. ESPN previously provided viewers with odds powered by ESPN Bet and PENN’s trading team.
DraftKings is also bringing its partnership with ESPN into its app.
The operator is providing its users with access to exclusive ESPN parlays. ESPN plans to provide exclusive parlays for several programs, including First Take, Get Up and NFL Live.
DraftKings offers online wagering in a new US market
December also marks an important month for DraftKings as it launched online sports betting operations in Missouri. DraftKings was awarded an untethered license in Missouri, allowing the operator to provide wagering without a casino or sports team partnership.
DraftKings still forged a partnership with the St. Louis Blues ahead of its Missouri launch. The company kicked off its first day in the state with a ceremonial first bet event in St. Louis attended by Missouri sports legends, including former NFL tight end Tony Gonzalez.
