Inside ESPN’s playbook for marketing its sportsbook

Inside ESPN’s playbook for marketing its sportsbook

Article brief provided by Marketing Brew
  • Alyssa Meyers, Marketing Brew
June 8, 2024 2:52 PM
  • Alyssa Meyers, Marketing Brew

ESPN’s bet on sports betting only started recently.

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Major sportsbooks including FanDuel, DraftKings, Caesars, MGM, and Wynn were already spending millions on social and TV advertising as far back as 2022, and since then, FanDuel and other sports-betting brands have made their Super Bowl ad debuts.

So ESPN Bet, the sportsbook created by ESPN and Penn Entertainment that went live this past November, has had some catching up to do in the marketing department.

“Most people…certainly have their preferred [sports betting] platform, but we felt like we had an opportunity to come in and hopefully provide a better product and better experience to fans,” Alex Healy-Lucciola, senior director of marketing for fantasy and sports betting at ESPN, told Marketing Brew.