Joe Brennan Jr. Leaves Prime Sports to Push for Industry Reform
Joe Brennan Jr., co-founder and former executive chairman of Prime Sports, has stepped down to tackle major issues in the gaming industry. He co-founded the sportsbook with Adam Bjorn but now plans to focus on challenges like operator taxation, unregulated betting markets, and responsible gaming.
A Strategic Move to Drive Change
Brennan believes leaving Prime Sports gives him the freedom to push for industry-wide improvements. He argues that the U.S. sports betting market does not function efficiently and needs major adjustments. By stepping away, he can engage with industry leaders without competing with them.
One of his biggest concerns is high tax rates on operators. He points to New York’s 51% tax rate, calling it unsustainable. Brennan warns that such policies hurt competition and stifle innovation. He wants to educate lawmakers on the long-term harm of excessive taxation and prevent other states from adopting similar policies.
Brennan also plans to address illegal betting markets. He estimates that for every dollar wagered legally, another dollar goes to offshore sportsbooks or illegal bookies. He argues that strict regulations and high tax rates push bettors toward unregulated options. His goal is to make legal sportsbooks more competitive and work toward stricter enforcement against illegal operators.
Another priority is responsible gaming. Brennan has seen gambling addiction affect friends and family. He believes sportsbooks need to do more than just display a 1-800-GAMBLER helpline. He wants them to take real action in preventing gambling-related harm.
Prime Sports Moves Forward Without Brennan
Prime Sports remains a strong competitor in the online sports betting market despite Brennan’s departure. The company operates in New Jersey and Ohio and plans to expand to Kentucky in 2025.
Unlike many sportsbooks, Prime Sports does not restrict sharp bettors. It allows experienced players to place large wagers without limits, a rare policy in today’s market. The company also uses Plannatech’s technology platform to create a modern, user-friendly betting experience.
Although Brennan helped shape the company’s policies, Prime Sports continues to grow. It remains committed to fair betting practices and innovation, which will keep it competitive even after his exit.
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