Media Troopers Penn - ESPN Partnership


PENN'S NEW DIGITAL STRATEGY


When PENN Entertainment and ESPN agreed to terminate their exclusive US online sports betting partnership early, many were quick to view it as a failed partnership. However, PENN’s choice may have been affected by other factors explains Shmulik Segal, CEO and Founder of Media Troopers.


Some believe that the expansion of prediction markets in the US, combined with the country’s evolving regulatory environment, played a role in PENN’s decision to reevaluate its strategy. Sports betting platforms and online casinos operate under clear state regulations and licenses, whereas prediction markets face different rules, prompting PENN to focus on its core strengths.


WHAT HAPPENED?


Back in August 2023, PENN and ESPN signed a 10-year online sports betting agreement, giving PENN exclusive access to the ESPN Bet brand in the US in return for $150 million annually and warrants to purchase PENN stock. Either party had the choice to end the partnership after three years if specific market share targets were not met.


Te deal ended ahead of schedule, effective from December 1, 2025, showing PENN’s strategic refocus in response to rapidly evolving market conditions.


HOW THE STOCK MARKET REACTED


In the aftermath of the announcement, the stock market saw a burst of activity as investors reacted to the deal being called off. Wall Street initially reacted positively to the termination,


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SHMULIK SEGAL CEO & Founder Media Troopers


With over two decades of experience, serving in leadership roles in leading technology and marketing companies in the industry, in 2018 Sam founded Media Troopers, a digital marketing agency specialising in sports betting, iGaming and financials.


Sam founded Media Troopers with the vision of providing accessible, safe, and responsible advertising to users in regulated jurisdictions, while always being first to a marketplace as soon as it launches. The company soon grew to become one of the industry’s leading advertisers, providing its customers with services in 29 regulated jurisdictions across North America and licensed in 15 US states as well as Washington D.C. and Ontario, Canada.


with PENN’s stock rising approximately 10 per cent in premarket trading and around five per cent at the opening bell.


However, by the end of the day, PENN’s stock fell more than 10 per cent to $14.65 per share. Still, many analysts pointed out that this move saves PENN money on fees and stock warrants to ESPN, which allows the company to focus on profitability and its core sportsbook and iGaming operations.


HOW PENN’S STRATEGY DIFFERS


PENN has rebranded its US sportsbook to theScore Bet, a gambling brand that is already operational in Ontario, where it boasts around four million monthly active users, alongside doubling down on its core casino operations. But before diving into how PENN is changing its digital strategy, it’s worth looking into how competitors are dealing with the evolving US gambling market.


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