ESPN Bet's Exit and DraftKings' New Sportsbook Partnership
Media-branded sportsbooks like ESPN Bet and others have struggled to gain traction in the competitive U.S. sports betting market, with many failing despite heavy promotion and brand ties, highlighting the dominance of established players like DraftKings and FanDuel. ESPN Bet, launched in 2023, has only captured about 3% of the market, far below its target, due to overestimating the influence of media branding and viewer trust. The industry is shifting towards partnerships with existing successful sportsbooks, such as ESPN's new deal with DraftKings, which will continue to operate under its own name.
