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Losing ESPN Partnership Will Hurt PENN -- Market Talk

Dow Jones
Yesterday

1149 ET - PENN Entertainment's management framed the end of its ESPN sports betting partnership as a company realignment, but it will likely prove a significant blow to its digital business, says Benchmark analyst Mike Hickey. "The ESPN license provided unmatched visibility, brand trust, and customer funnel access," Hickey says. The company will now rebrand its sports betting offering as theScore Bet "and we expect a rapid migration of users out of PENN's digital ecosystem." The company will have to spend aggressively to retain users, "though for customers, that experience may feel less like loyalty and more like harassment disguised as promotions," Hickey says. (nicholas.miller@wsj.com)

(END) Dow Jones Newswires

November 07, 2025 11:49 ET (16:49 GMT)

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