ESPN, in collaboration with Penn Entertainment, has unveiled the branding for their highly anticipated mobile sports betting platform, ESPN Bet, set to launch in November. With a custom content identity that extends across the ESPN ecosystem, this platform aims to deliver an innovative and engaging sports betting experience to fans while maintaining a strong connection to the ESPN brand.
The Identity of ESPN Bet
The branding of ESPN Bet presents a distinctive look and feel that embodies the platform’s values and aspirations. The primary logo prominently displays the name “ESPN Bet,” with the word “Bet” highlighted in an inviting mint green color. According to Chin Wang, Vice President of Visual Storytelling for ESPN Creative Studio, this mint green color represents qualities such as being welcoming, inclusive, unexpected, and fun.
While this mint green hue may be a departure from ESPN’s traditional color scheme, it’s a strategic choice designed to complement the overall ESPN portfolio. The established ESPN Red represents strength and tradition, ESPN+ Gold signifies premium storytelling and exclusivity, and now, ESPN Bet Mint represents a sense of enjoyment and innovation that fans can expect as they interact with the new sportsbook.
Partnership and Vision for ESPN Bet
In August, Penn Entertainment and ESPN sealed a multi-year, multi-million dollar sports betting partnership, paving the way for the development of ESPN Bet. This mobile sports betting platform will replace Penn Entertainment’s existing sportsbook in the 16 states where Penn holds licenses. As part of this exclusive partnership, Penn Entertainment will gain access to odds attribution and promotional services, further enhancing the sports betting experience.
Jimmy Pitaro, Chairman of ESPN, highlighted that their primary focus is to serve sports fans and cater to their needs, which includes providing engaging betting content and seamless betting capabilities. ESPN Bet is strategically designed to address these needs, making it the exclusive ESPN sportsbook where sports enthusiasts can access betting options with ease and convenience.
ESPN Bet’s branding is a significant step in the evolution of sports betting in collaboration with a media giant. By maintaining a strong visual connection to ESPN’s existing brand while introducing an element of fun and innovation, ESPN Bet is poised to offer sports fans a dynamic and immersive sports betting experience. With its launch set for November, this platform will undoubtedly attract sports enthusiasts and betting enthusiasts alike as it brings together the excitement of sports and wagering in one comprehensive offering.