#228 ESPN’s New $2 Billion Sportsbook Makes Its Debut — But Will It Succeed?
Nov 13, 2023
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Exploring ESPN's new $2 billion sportsbook debut, the partnership with Penn Entertainment, analyzing market competition, and pondering if ESPN Bet will be a winner in the sports betting landscape.
ESPN Bet's debut with Penn Entertainment raises doubts about its success in the competitive sportsbook market.
Past challenges with Barstool Sports indicate potential obstacles for Penn Entertainment in navigating the sports betting industry with ESPN Bet.
Deep dives
ESPN's Licensing Deal with Penn Entertainment
ESPN signed a licensing deal with Penn Entertainment to rebrand Varsity Sportsbook as ESPN Bet. The deal involved $1.5 billion in cash and $500 million in equity warrants for ESPN. Initially, Penn's stock saw a 10% increase after the deal. However, the success of ESPN Bet in the competitive sportsbook market is questioned.
Penn's Deal with Barstool Sports
Penn's initial stake in Barstool Sports for $163 million in 2020 seemed promising as Barstool's revenue doubled to $200 million in subsequent years. However, despite this growth, Penn found challenges with Barstool's edgy content upsetting regulators and hindering market share growth. The decision to sell back Barstool for just $1 after significant investment highlights the difficulties faced.
Late Market Entry with ESPN Bet
ESPN's entry into the sports betting market through ESPN Bet comes late compared to competitors like DraftKings and FanDuel. Despite ESPN's vast media reach and subscriber numbers, concerns arise over the effectiveness of a $2 billion licensing deal with Penn. The deal, seen as a 'Hail Mary' attempt for both parties, aims to address Penn's previous market struggles and ESPN's changing business dynamics, yet skepticism remains about achieving significant market share gains.
ESPN Bet debuts on Tuesday, November 14 — But will it succeed? This podcast will look at ESPN Bet’s upcoming debut as a digital sports book, Penn’s gamble on the ESPN brand, where the sports betting market stands, and ultimately ponder if ESPN Bet will be a winner for both companies. Enjoy!