ESPN BET in November. Top of mind for the commission was advertising and the status of the current Barstool Sportsbook, but PENN executives were clear that the company continues to make changes and will be prepared to rebrand next month, though the company is not ready to commit to a specific date.
PENN executives also shared that the reskinning will not affect the current tech stack other than to potentially expand the capability of the hardware to accommodate what PENN believes will be increased interest in its new product. In August, PENN announced a new partnership with ESPN to create ESPN BET while simultaneously terminating its ownership of Barstool Sports and turning it back to founder Dave Portnoy.
During a presentation to the MGC, PENN assured the regulator that there will be no change in the management structure related to the new sportsbook. Nor will ESPN have a role in sportsbook operations, which will remain under PENN’s purview.
Senior Impact Manager Adam Kates referred to the changes as strictly “cosmetic.” Interestingly, PENN Vice President/Chief Compliance Officer Chris Soriano said that between now and when the platform is rebranded, the company will not be actively marketing the Barstool Sportsbook product.
PENN will update its house rules, and conditions, and internal controls to remove references to Barstool Sportsbook. Those revisions will be shared with MGC staff as they become available. Soriano also shared that PENN has begun ramping up staff, particularly in the customer , anti-money laundering, fraud, and responsible gambling departments.
Advertising, RG plans 4s4oo
In of advertising and marketing this fall, Kates said “ESPN will promote ESPN BET through a comprehensive mix of content, editorial, and digital integrations, talent promotion and traditional media inventory and sponsorships through their suite of linear and digital assets.” PENN will augment that advertising — which it said will be in compliance with American Gaming Association ad guidelines — through other traditional media channels, from television to social media to radio.
PENN and ESPN will also roll out new responsible gambling tools and strive to “destigmatize” responsible gambling and make it a part of every player’s experience.
The MGC also clarified that during the transition, PENN remains committed to keeping anyone under the age of 21 from attending the Barstool College Football shows, which are often filmed live on or near university campuses in other states.
DraftKings denied stadium exemptions 5326i
The commission also revisited DraftKings argued that the logo displayed at Fenway Park, Gillette Stadium, and TD Garden is the company’s general logo and should not fall under the regulations.
The company has several major ments in each facility, but it also has digital advertising and some smaller ads throughout the stadiums and arenas, some of which have already been updated.
The MGC unanimously voted to require the use of 21+ on the general logo in sports stadiums, and it extended waivers allowing DraftKings time to bring its logos into compliance. DraftKings must update its Fenway Park billboard over the Green Monster by Nov. 20 and its logo on the floor of TD Garden by Dec. 1.
At Gillette Field, the commission determined that a sign for the DraftKings Sports Zone restaurant zone is “not subject to the requirements” of the regulations. DraftKings had argued that adding 21+ to the sign would suggest that the restaurant itself is restricted to those 21 and over when it is not. There is also a digital sign associated with the restaurant that DraftKings brought into compliance ahead of the meeting.
ESPN BET, equipped with a new ESPN BET promo code, will begin accepting wagers on November 14th.
