PENN Entertainment invested millions of dollars in recent years creating or redoing retail sportsbooks to carry the Barstool brand, and now it will be spending thousands more to remove that identity from its casinos.
Most of the focus of PENN’s recent mega-deal with ESPN has been on the rebranding of its online sports betting site, with ESPN BET to replace Barstool Sportsbook as the platform used by mobile customers sometime next month. A quieter corollary of the deal, in which PENN shed its ownership of the Barstool Sports media company, involves the national gaming company removing signage and other references to Barstool from its retail sportsbooks.
