Penn Entertainment entered into two deals last week that should help its sports betting platform, ESPN Bet.
The first was a long-term partnership with Quail Hollow Club and the PGA Tour’s Wells Fargo Championship. Through its subsidiary, Penn Sports Interactive, LLC, Penn secured market access for its online sports wagering platform, ESPN Bet, in North Carolina. This partnership is just before regulated online sports betting begins in the state.
Under the agreement, Quail Hollow Club grants Penn market access for ESPN Bet in North Carolina, pending regulatory approvals. This positions ESPN Bet as the exclusive official betting operator of the Wells Fargo Championship, held at Quail Hollow Club in Charlotte, North Carolina. As the event’s official betting operator, ESPN Bet gains various marketing integrations and the opportunity to engage golf fans on-site during the tournament.
Speaking about the partnership, Benjie Levy, Head of Penn Interactive, expressed his excitement.
“We are thrilled to partner with Quail Hollow Club and the Wells Fargo Championship as we prepare to bring our new online sports betting brand, ESPN Bet, to North Carolina,” Levy said.
“Penn’s compelling online sports betting brand ESPN Bet, cutting-edge technology, and extensive operational expertise make them an ideal long-term partner for this industry,” said Johnny Harris, President of Quail Hollow Club.
The second deal was with the National Hockey League (NHL) that designates Penn’s online sports betting brands, ESPN Bet in the U.S. and theScore Bet in Ontario, as official sports betting partners of the NHL.
As official league partners, ESPN Bet and theScore Bet will enjoy a range of entitlements, including intellectual property (IP) rights, media and marketing integrations across League programming, and access to premium NHL experiences. This partnership allows both brands to leverage the NHL’s popularity and engage with their passionate fan base on a deeper level.
As part of the partnership, Penn Entertainment will receive entitlements that span various NHL events and experiences. These entitlements will commence immediately and cover the NHL regular season, Stanley Cup Playoffs, 2024 NHL Winter Classic, 2024 NHL Stadium Series, and the 2024 NHL All-Star Weekend. This comprehensive coverage ensures that ESPN BET and theScore Bet will be at the forefront of NHL betting throughout these exciting hockey events.
In addition to the entitlements, the partnership between Penn Entertainment and the NHL includes collaboration for best-in-class game integrity procedures. This collaboration ensures that the integrity of NHL games is upheld and that responsible gaming practices are promoted. By working together, Penn Entertainment and the NHL can create a safe and enjoyable betting experience for fans.
Aubrey Levy, Senior Vice President of Marketing and Content at Penn Interactive, expressed excitement about the recent launch of ESPN BET in the U.S. and the opportunity to collaborate with the NHL in marketing their new sports betting experience. Becoming an official partner allows PENN Entertainment to engage a broader audience of hockey fans and develop compelling integrations with NHL programming. Levy also highlighted the significance of this partnership for theScore Bet in Ontario, where the love for hockey is unmatched.
