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ESPN has revealed the branding for its upcoming US sportsbook, ESPN Bet, and confirmed a November launch.  

Originally earmarked for an autumn release, ESPN Bet is now officially scheduled to go live next month.

The primary logo features the words “ESPN BET,” with “BET” written in mint green. 

The mint colour was chosen to be “welcoming, inclusive, unexpected, and fun”, ESPN said.

The mint colour represents a departure from ESPN’s traditional branding. The main logo is red, while its streaming service, ESPN+, uses gold visuals. 

The secondary logo for ESPN Bet features a minty rendering of ESPN’s “E” inside of a “B.”

This design “creatively expresses” the idea that ESPN, in partnership with PENN Entertainment, is launching a sportsbook for fans.

However, at its core is still ESPN, the most trusted brand in sports, the company said.

What to expect

In August, Penn Entertainment parted ways with Barstool Sports, calling time on the Barstool Sportsbook.

Subsequently, the company entered into a 10-year, $2bn deal with ESPN to launch ESPN Bet in the 16 US states where Penn Entertainment is licensed.

With the imminent launch of ESPN Bet next month, there are lingering questions about how closely the sportsbook will be integrated with the network.

At the time of deal, Penn CEO and president Jay Snowden said ESPN Bet will be “deeply integrated with ESPN’s broad editorial, content, digital and linear product, and sports programming ecosystem.”

Adam Landeka, senior product director at theScore tech, on which Penn’s product is built, highlighted in a LinkedIn post that having ESPN as a partner would help Penn “make a strong push” so that ESPN Bet will become a “major player in the space”.

Meanwhile, the US sports betting industry anticipates the arrival of new operators in an already competitive landscape.

FanDuel CEO Amy Howe recently commented: “We have a tremendous amount of respect for some of the current competitors and some of the guys that are coming on the scene.

“But I think at the end of the day, you will likely have a handful of scale players,” she stated. 

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