Posted on: October 20, 2023, 02:11h.
Last updated on: October 20, 2023, 02:11h.
ESPN’s entrance into the world of sports betting is facing fresh scrutiny in Massachusetts.
State regulators in Massachusetts are seeking additional information regarding how ESPN plans to advertise gambling on its broadcasts once the ESPN Bet platform takes over from Barstool Sportsbook later this year.
In August, Penn Entertainment severed ties with Barstool and its controversial founder David Portnoy, rebranding its sportsbook with the ESPN label. However, regulators have expressed the need to review Penn’s plans before the rebranded product can be introduced in Massachusetts.
During a recent meeting, members of the Massachusetts Gaming Commission (MGC) voiced their desire for Penn to provide more details about its partnership with ESPN and how the promotion of sports betting will be integrated into ESPN’s coverage of college football and other programming.
Penn representatives have been in contact with MGC staff and are eager to fulfill all necessary requirements to maintain their sports betting license. Discussion of this issue is expected at the commission’s meeting on November 7.
Limited Communication So Far
The commissioners have not received any formal submissions from Penn since the ESPN deal was announced, and they are seeking further information about how gambling will be advertised during ESPN broadcasts. To date, their knowledge of the deal has come solely from media reports.
Commissioner Nakisha Skinner expressed her concern, stating, “Everything I know about what is proposing to happen here has not really come from Penn Entertainment. So that’s, I think, a disadvantage for us as a commission because we really don’t know where to start.”
Commissioner Eileen O’Brien emphasized the need to avoid situations where ESPN anchors promote specific bets on the ESPN Bet platform.
Similar concerns were addressed prior to Barstool obtaining its license, and commissioners are optimistic that any concerns with ESPN can be resolved. However, they require sufficient time to review and approve the proposed name change for the sportsbook.
Targeting a Late November Launch
Commissioners stressed the importance of receiving more information from Penn, citing press reports indicating that ESPN Bet plans to launch by November 20.
It remains unclear whether the rebranding plan has been addressed in other states where Barstool Sportsbook operates.
The commission has requested a detailed explanation from Penn regarding its relationship with ESPN and how it intends to incorporate betting content into existing ESPN programming. Based on Penn’s response, the commission will determine whether any amendments to the sports betting license are necessary.
Regulators must approve the proposal before ESPN Bet can commence operations in Massachusetts.
A special meeting to discuss next steps is expected to be scheduled for November 7.
This week, ESPN Bet unveiled a new logo for their sportsbook and expressed their hope of launching next month. The sportsbook plans to operate in 16 states, including Arizona, Colorado, Illinois, Indiana, Iowa, Kansas, Louisiana, Maryland, Massachusetts, Michigan, New Jersey, Ohio, Pennsylvania, Tennessee, Virginia, and West Virginia.