Penn Entertainment and ESPN Expand Partnership with New Retail Sportsbook Locations

Expected to roll out in early 2025, pending regulatory approval, this move will increase the total number of ESPN BET-branded retail sportsbooks to 19 across six states.

The expansion aligns with Penn’s previously outlined integration plans shared during investor calls, further solidifying the partnership between the entertainment giant and the globally recognized sports network.

New ESPN BET Sportsbook Locations

The rebranded sportsbooks will serve key markets under Penn’s popular Hollywood and Ameristar casino brands. The updated locations include:

• Iowa: Ameristar Casino Hotel Council Bluffs
• Pennsylvania: Hollywood Casino at Penn National Race Course, Hollywood Casino at The Meadows, Hollywood Casino York
• Ohio: Hollywood Gaming at Dayton Raceway, Hollywood Gaming at Mahoning Valley Race Course
• Colorado: Ameristar Casino Resort Spa Black Hawk
• Indiana: Hollywood Casino and Hotel Lawrenceburg, Ameristar Casino East Chicago
• West Virginia: Hollywood Casino at Charles Town Races

This expansion is another step in Penn’s strategy to merge its gaming operations with ESPN Bet’s branding. By integrating the sportsbook experience into established Penn properties, the partnership aims to enhance visibility and attract both casual sports fans and dedicated bettors.

ESPN App Integration Praised

This announcement follows the successful rollout of account linking between the ESPN and ESPN Bet apps. Launched on November 1, 2024, the feature enables users to connect their accounts across platforms for personalized offers, bet tracking, and tailored promotions. Bettors can now enjoy a seamless experience, accessing linked accounts via the ESPN Bet app, the ESPN app, and ESPN.com.

The account linking initiative has been well-received, with Penn Entertainment earning praise for minimizing user friction between platforms. By creating a smoother connection between media content and betting features, the integration has been a positive step in building a more cohesive ecosystem.

Challenges in the U.S. Market

Despite these advancements, ESPN Bet continues to face hurdles in capturing a larger share of the U.S. sports betting market.

While the ESPN brand brings immense recognition and credibility, the competition among operators remains fierce. Industry giants such as DraftKings, FanDuel, and BetMGM currently dominate the space, making it challenging for newer entrants to establish a foothold.