ESPN BET reveals new sportsbook logo ahead of launch

ESPN is stepping firmly into the world of sports betting – originally by covering sports events from the point of view of sports bettors through shows such as The Daily Wager and most recently moving in to team up with Penn Entertainment, and the subsequent creation of ESPN BET.

Ahead of an anticipated launch of its wagering division, ESPN has revealed the new logo for its upcoming ESPN BET sportsbook that will be launching in November. The company will focus on what it describes as a custom content identity which will unite the entire ESPN ecosystem, which includes digital, social, programming, and in-app experiences.

The logo is a teal stylized spelling of ESPN BET with the shortened version an "E" and a "B" placed within each other. Although launching this project with PENN Entertainment, the company assures the core of its offer will all be about ESPN and capture its ethos. ESPN is in a very strong position to embark on this journey for one, and it has already reportedly been recognized as a threat to many of the current market leaders.

From FanDuel to DraftKings, to BetMGM and Caesars Sportsbook, ESPN BET could potentially encroach and displace its competitors' current market positions. Interestingly, DraftKings was one of the companies that ESPN was looking to team up with before PENN. Unlike Fubo Sportsbook and FOX Bet both of which had to wind down, ESPN seems to be here for the long-term, putting forward a remarkable war chest and network of specialists who understand sports wagering, and intends to see the project succeed..

PENN’s Barstool Sportsbook is a good place to start, but it’s the ESPN brand that analysts believe would have a significant impact on how far the new project can reach. Of course, there are still a few questions that have not been answered. For example, will ESPN seek to differentiate its offer from what Barstool Sportsbook has to offer.

The companies have confirmed that PENN will be providing the technology that will run ESPN BET's platform. ESPN promises to have a sportsbook that is distinctly its own, which remains to be seen. Then, there is the question of where the sportsbook intends to launch. Will New York be a worthwhile target given that the local taxes are quite steep?

And of course, there is also the question ofwhen the sportsbook is launching. There is no concrete date that has been pinpointed just yet, so whether this will be early or late launch next month remains to be seen as well.

Image credit: ESPN BET