ESPN reveals logo for sports betting app

ESPN revealed the branding for its forthcoming ESPN Bet product today, introducing a mint color that’s “welcoming, inclusive, unexpected and fun,” according to the brand. ESPN Bet is expected to launch next month, representing the Disney-owned sports giant’s first full-blown foray into sports gambling, where it intends to use its considerable audience and equity in sports to challenge market leaders FanDuel and DraftKings. Check out the latest Ad Age events and award programs ESPN got into sports gaming through a $2 billion, 10-year deal with Penn Entertainment announced in August, calling for Penn to rebrand its Barstool Sports sportsbook to ESPN Bet. The move comes as ESPN deals with dwindling cable subscribers but a growing hunger for sports betting, particularly among younger viewers. Jimmy Pitaro, ESPN chairman, has said sports fans were seeking both betting content and the ability to place bets “with less friction” from within ESPN products. Since a 2018 Supreme Court ruling allowed states to permit sports gambling, operators have earned $21 billion of revenue on more than $260 billion in bets, according to Legal Sports Report. Sports gambling today is allowed in 35 states and the District of Columbia, with another three states legal but not yet operational, according to the American Gaming Association. The new branding was developed by ESPN Creative Studio, ESPN’s in-house agency, along with Penn Entertainment. The new logo features the recognizable ESPN logo with “Bet” in mint green below. The sportsbook app brand features the “E” of the ESPN logo inside of a “B,” which the brand said creatively expresses the idea that the core of the new sportsbook is ESPN, a trusted name in sports. “The mint color is a twist on the traditional ESPN colorways, but one we think compliments the overall portfolio well,” Chin Wang, VP, visual storytelling of ESPN Creative Studio, said in a statement. “ESPN red is strong, standard-bearer, ESPN+ gold is premium storytelling, exclusive, and now we have ESPN Bet mint, which is fun and innovative. Two traits we expect to come through when fans experience the new sportsbook.”

ESPN reveals logo for sports betting app

Featured Stories