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ESPN BET Reveals Logo With Sports Betting Launch on Horizon

Davis Isabela

Updated on October 19, 2023 at 1:28 PM EDT • Read time: 1 minute 49 seconds. Links to Twitter and Google News.

ESPN BET logo as we look at the sportsbooks launching its first brick-and-mortal retail location.
The ESPN BET logo.

The launch of ESPN BET is quickly approaching, and in anticipation of the sports betting brand going live, its official logo has been unveiled. This unveiling indicates that the launch of ESPN BET is coming soon.

ESPN changed its iconic red color scheme to a mint theme for its ESPN BET logo.

According to Chin Wang, vice president of visual storytelling for ESPN creative studio, the mint color is a unique addition to the traditional ESPN color palette that complements the overall portfolio. While ESPN Red represents strength and tradition, ESPN+ Gold signifies premium and exclusive storytelling. The introduction of ESPN BET Mint adds a fun and innovative element that is expected to enhance the fan experience with the new sportsbook.

As per a statement from ESPN, the mint color was selected for its welcoming, inclusive, unexpected, and fun qualities.

The release further mentions that the ESPN BET logo will be featured on various platforms, including in-app, digital, social media, programming, and other channels.

Is launch imminent?

Due to a rapidly growing partnership with Penn Entertainment, ESPN BET is set to acquire all Barstool Underscoreg locations in the United States in November. Barstool had previously partnered with Penn, but was replaced by ESPN when they showed interest.

ESPN and Penn Entertainment have inked a 10-year, $1.5 billion agreement, and both parties are eager to kickstart their highly profitable legal sports betting venture. It was crucial for the media giant to launch during the NFL season.

It seems that the media attention surrounding the logo reveal has set the stage for the Nov. 20 launch date, strategically timed before the highly anticipated Monday Night Football Super Bowl rematch between the Philadelphia Eagles and Kansas City Chiefs. All indications suggest that ESPN BET will be up and running around that time.

ESPN BET is poised to become a major player in the market share in 17 states across the United States, marking the beginning of a new era for the network. These states include:

The list is expected to expand further, given ESPN’s status as a major player in the sports industry and a prime contender to enter the sports betting market in any of the 35 legal sports betting jurisdictions in America.

What remains to be seen

The only question left is, to what extent will ESPN BET impact the betting market? A survey conducted by Odds Assist found that 54% of 1,000 American bettors aged 25 and above expressed their intention to subscribe to the ESPN brand when it becomes available in their state.

It is uncertain how much of a threat ESPN BET will pose to DraftKings and FanDuel, the dominant players in the competitive U.S. legal sports betting market.

With an estimated audience of 370 million and 25 million ESPN+ subscribers, ESPN has the ability to compete with other major players in the industry.

Written By:
Davis Isabela
Davis Isabela is the Editor-in-Chief of Underscoreg Review. He has been a writer, reporter and editor for more than 20 years, and his work has appeared in more than 200 publications across North America. His first book, “100 Greatest Canadian Sports Moments”, was a hardcover best-seller in Canada in 2008. He has written more than 50 sportsbook reviews and dozens of other sportsbook-related content articles. James has also been quoted as a sports betting expert in USA Today and Sports Illustrated.