ESPN Bet releases new logo ahead of November sportsbook launch

October 19, 2023

Players will be able to wager via its mobile app, website and in some retail locations.

In anticipation of its November launch, ESPN Bet has unveiled its company logo. The new US sportsbook will offer sports fans access to “custom content identity to live across the entire ESPN ecosystem, inclusive but not limited to in-app, digital, social and programming.”

The brand’s formation is a result of a recent partnership between Penn Entertainment and ESPN. Penn Entertainment rebranded its existing sportsbook, which is currently licensed in 16 US states, to form the ESPN Bet name.

ESPN Bet includes a website, mobile app and retail locations that were mutually agreed upon by both companies.

ESPN described the new logo and sportsbook brand by saying, “The brand itself features the universally recognizable ‘ESPN,’ while the sportsbook app will be branded an ‘E’ in the ‘B,’ which creatively expresses the idea that ESPN, in partnership with Penn Entertainment, is launching a sportsbook for fans, but at its core is still ESPN, the most trusted brand in sports.

“The mint color was chosen to be welcoming, inclusive, unexpected and fun.”

In other Penn Entertainment news, the company recently signed a deal with Knightscope, which develops autonomous security robots and blue light emergency communication systems. Knightscope will provide Penn with its technology services for Penn’s 43 gaming and racing properties around the US.

The deal is an expansion of previous collaborations between the two companies. Knightscope recently installed its first K5 Autonomous Security Robot (ASR) in Nevada at Penn’s M Resort Spa Casino, followed by other deployments in Iowa at the Ameristar Casino Hotel Council Bluffs and in Illinois at the Hollywood Casino Aurora.


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