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PENN Entertainment is expected to complete its Barstool Sportsbook to ESPN BET in November. Massachusetts regulators were given a sneak peek at what to expect recently. Advertising and the state of the current Barstool Sportsbook were the commission’s top concerns, but PENN executives made it plain that the company is still making adjustments and will be ready to rebrand next month, even though they aren’t ready to commit to a specific date.
Executives from PENN also said that the change won’t have any impact on the current tech stack and might even increase hardware capacity to handle the company’s anticipated rise in demand in its new product. August saw the announcement by PENN of a new alliance with ESPN to become ESPN BET in conjunction with the company’s sale of Barstool Sports and return of ownership to its creator, Dave Portnoy.
In a presentation, PENN gave the regulator the assurance that the new sportsbook would not result in any changes to the management structure. Additionally, ESPN will not be involved in sportsbook operations, which will continue to be managed by PENN.
Adam Kates, senior impact manager, described the modifications as purely “cosmetic.” It’s interesting to note that Chris Soriano, vice president and chief compliance officer at PENN, stated that the company will not be actively selling the Barstool Sportsbook product until the platform is rebranded.
To exclude any mention of Barstool Sportsbook, PENN will revise its internal controls, terms and conditions, and house rules. The MGC team will be informed of these updates as soon as they are available. Additionally, Soriano disclosed that PENN has started hiring more employees, especially in the areas of fraud, responsible gaming, anti-money laundering, and customer service.
“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,” stated Kates regarding advertising and marketing plans for this autumn. PENN will supplement that promotion through other traditional media channels, such as radio, social media, and television. The company stated that this advertising will adhere to American Gaming Association ad guidelines.
The MGC further stated that PENN is steadfast in its commitment to prohibiting those under 21 from attending Barstool College Football shows, which are frequently recorded live on or close to college campuses in other states, even during this changeover.
The commission also looked into DraftKings’ proposal to have its branding used at professional sports stadiums without the age restriction changed to 21+. According to MGC regulations, any sportsbook logo that is visible in or from a professional sports stadium must have the 21+ wording on it. DraftKings contended that the company’s primary logo, which is shown at Fenway Park, Gillette Stadium, and TD Garden, should not be subject to the restrictions.
In addition to many large advertisements in each location, the corporation also runs some smaller ads online and in stadiums and arenas, some of which have already undergone updates.
With a unanimous vote, the MGC decided to mandate the use of 21+ on the main logo in sports arenas and to grant waivers so that DraftKings could update its logos to comply. By November 20 at the latest, DraftKings must update its Fenway Park billboard over the Green Monster, and by December 1st, it must update its TD Garden logo.
The commission concluded that a sign at Gillette Field designating the DraftKings Sports Zone restaurant area is “not subject to the requirements” of the rules. DraftKings had contended that putting 21+ on the sign would give the impression that the restaurant is only for people who are 21 and older, even if it isn’t. Additionally, DraftKings brought the restaurant’s digital sign into compliance prior to the meeting.
