A surprising shift has occurred in the world of sports betting. PENN Entertainment has officially ended its partnership with ESPN, a collaboration that once held immense promise for both companies.
The decision, described as “mutual and amicable,” marks a significant turning point for PENN, signaling a strategic realignment of its digital operations. The marketing exclusivity agreement with ESPN will conclude on December 1, 2025, with associated financial commitments ending later this year.
PENN’s leadership acknowledged that despite progress in product development and integration with ESPN, the partnership hadn’t achieved the anticipated competitive standing. The goal was to secure a top-three position in the market, but ultimately, a different path was chosen.
Looking ahead, PENN Entertainment intends to fully rebrand its online sports betting platform as theScore Bet, beginning December 1, 2025. This move represents a renewed focus on a platform already boasting a substantial user base.
Currently, theScore Bet commands approximately four million monthly active users across North America. PENN also retains a significant 2.9 million digital users gained through the ESPN relationship, providing a solid foundation for future growth.
The decision comes amidst a complex financial landscape for PENN. While online sports betting revenues fell short of expectations, the company’s iCasino division experienced a record-breaking quarter, surging nearly 40% year-over-year.
This impressive growth in iCasino is fueled by a consistent increase in monthly active users, demonstrating a strong appetite for online casino games in markets where they are legal. The company will continue to operate a dedicated iCasino app in those states.
PENN’s strategy now centers on maximizing the potential of theScore Bet and capitalizing on the burgeoning iCasino market, effectively doubling down on areas of proven success. This represents a bold move to reshape its digital footprint in the competitive North American gaming landscape.
