ESPN Bet unveils official logo ahead of sportsbook launch in November


Upcoming sports betting operator ESPN Bet has unveiled its logo ahead of its November launch. As per the brand, ESPN Bet will feature a “custom content identity” across the entire ESPN ecosystem, inclusive but not limited to in-app, digital, social, programming, and more.

The primary logo features the words ESPN Bet, with Bet written in mint green. ESPN’s main logo is red, while its streaming service, ESPN+, uses gold visuals. The mint color was chosen to be “welcoming, inclusive, unexpected, and fun,” says the company.

The mint color is a twist on the traditional ESPN colorways, but one we think complements the overall portfolio well,” Chin Wang, vice president of visual storytelling for ESPN Creative Studio, said in a statement.

“ESPN Red is a strong, standard-bearer; ESPN+ Gold is premium storytelling, exclusive; and now we have ESPN Bet Mint, which is fun and innovative — two traits we expect to come through when fans experience the new sportsbook.”

While the brand itself will feature the universally recognizable ‘ESPN,’ the sportsbook app will be branded an ‘E’ in the ‘B,’ which according to the company “creatively expresses” the idea that ESPN, in partnership with PENN Entertainment, is launching a sportsbook for fans, but at its core is still ESPN.

ESPN Bet gears up for November launch

Earlier in August, Penn Entertainment and ESPN agreed to a multi-year, multi-million dollar sports betting partnership. PENN secured the exclusive rights to the ESPN Bet trademark for online sports betting in the US for an initial 10-year term which may be extended for an additional 10 years upon mutual agreement.

At the Global Gaming Expo (G2E) this month, Penn and ESPN executives provided analysts and investors with more details on ESPN Bet’s launch. Penn CEO Jay Snowden and Mike Morrison, ESPN VP of sports betting and fantasy, reaffirmed the parties’ intention to launch the product in November.

Penn CEO Jay Snowden

Snowden, who had previously said the debut would take place sometime in November, noted most of the features on ESPN Bet should be available from launch. If the app debuts on Thanksgiving, November 23, it would be live for at least seven weeks of regular season NFL betting action and operational ahead of the playoffs commencing in mid-January.

Penn agreed to pay $1.5 billion to ESPN over the initial 10-year term and grant ESPN approximately $500 million of warrants to purchase 31.8 million Penn common shares. If ESPN Bet meets a certain US online sports betting market share, ESPN could receive bonus warrants to purchase an additional 6.4 million in PENN shares.

Penn is licensed to operate sports betting in 17 US states, and most recently acquired a license in Kentucky, which launched online sports betting in late September. 

ESPN has been exploring a place in the sports betting industry for some time now and in October 2022 several outlets reported that the company was nearing a deal with DraftKings. However, ESPN President Jimmy Pitaro refuted the reports at the time. 

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