Kansas Sportsbook Gets Rebranded as ESPN Bet

Penn Entertainment is expanding their ESPN Bet branding for their sports betting operations. The latest move? A rebrand of the Kansas sportsbook at Hollywood Kansas Speedway.

Previously, Penn Entertainment attempted to gain a foothold using Barstool Sportsbook as the name attached to their services. However, following the decision to sell those rights, Penn teamed up with Disney’s ESPN to create its new umbrella.

ESPN Bet is now the default branding for all of the companies mobile betting sites in the USA. This includes their online sports betting services in Kansas.

The shift in question was completed towards the end of 2023, right around Thanksgiving. In the time since, ESPN Bet has officially launched in 18 states, with more potentially on the way.

Details of the ESPN Bet-Branded Kansas Sportsbook

The Hollywood Casino recently announced the rebranding across social media and press releases. Here are the most pertinent details you need to know about the ESPN Bet Kansas sportsbook:

The rebranding went live as of Thursday, August 28.
The official name of Hollywood Casino’s Kansas sportsbook is now “ESPN Bet Sportsbook.”
ESPN Bet branding will be featured prominently throughout the casino.
This branding initiative will include ESPN Bet Merch.
Perhaps most notably, the Kansas Speedway NASCAR Cup Series Playoffs race will receive a new name. It will now be called the Hollywood Casino 400 presented by ESPN BET.

Name changes aren’t uncommon when it comes to betting on NASCAR races. Rebrands aren’t what you’d call frequent, but they do happen. And in this case, it sounds like the change has taken place without much red tape or resistance.

“The name may be new, but our fans should expect the same incredible racing this track continues to provide,” Kansas Speedway President Pat Warren said in a statement. “The Hollywood Casino 400 presented by ESPN BET will undoubtedly generate the adrenaline-pumping drama that’s become the hallmark of Kansas Speedway.”

Though this is mostly a boilerplate statement, the “adrenaline-pumping” verbiage is by design. As the company noted in their press release, “Kansas Speedway was the site of the closest NASCAR Cup Series finish in history in May when Kyle Larson edged Chris Buescher for the win in a photo finish for the ages.” The first-ever Hollywood Casino 400 presented by ESPN Bet is scheduled for Sunday, September 29.

Penn Entertainment Continues to Expand Their ESPN Bet Branding

It isn’t just Penn Entertainment’s Kansas sportsbook that’s getting a name change. The company has plans to roll out ESPN Bet sportsbooks across the United States.

ESPN’s Press Room recently provided a list of all the locations scheduled for a rebrand. On top of the Kansas sportsbook at Hollywood Casino, their August 2024 rebrands also included L’AubergemCasino & Hotel Baton Rouge in Louisiana as well as Plainridge Park Casino in Massachusetts.

Meanwhile, five other locations are scheduled to undergo ESPN Bet sportsbook rebrands during September 2024:

Hollywood Casino Columbus in Ohio
Hollywood Casino Perryville in Maryland
Hollywood Casino Toledo in Ohio
L’Auberge Casino Resort Lake Charles in Louisiana
Margaritaville Resort Casino Bossier City in Louisiana

This entire process began back in April. That’s when Penn Entertainment rebranded their first ESPN Bet sportsbook. Hollywood Casino at Greektown in Detroit was their initial foray into name changes.

Of note: Though Penn Entertainment is known for operating online sportsbooks in the United States, they have plenty of retail locations. In fact, there’s plenty of more brick-and-mortar spots beyond the eight receiving ESPN Bet rebrands. At this time, it’s not known when or if the other locations will follow in the footsteps of Hollywood Casino’s Kansas sportsbook.

Is ESPN Bet Gaining Market Share in Kansas?

Nobody is surprised that Penn Entertainment has expanded their ESPN Bet branding. The company is clearly trying to leave a bigger footprint on sports betting in the United States.

This mission is one shared by many other online operators. Right now, DraftKings, FanDuel and BetMGM have a majority of the sports betting market share in the United States. That holds true when looking at just Kansas sportsbooks.

According to BetKansas, FanDuel, DraftKings and BetMGM made up more than 85 percent of the state’s sports betting business for the month of July. DraftKings continued to lead the way, with a 46.6 percent market share of its own.

By comparison, ESPN Bet Kansas sportsbook turned in a 4.7 percent market share. Penn Entertainment clearly wants that number to go way up. Only time will tell if it gets there. For now, it seems to be holding steady. In June, ESPN Bet represented about 5.4 percent of the Kansas sports betting market share. And in May, ESPN Bet bagged an even higher market share, accounting for over 6.2 percent of the state’s handle.

These declines, while relatively slight, could be cause for concern if they continue. ESPN Bet was likely benefitting from new users capitalizing on sign-up bonuses for the first few months after launch. As those offers and the rate of new clients begins to subside, so, too, will their handle. And that’s okay. It’s expected.

Still, it’s worth tracking Penn Entertainment’s progress, not just with their Kansas sportsbook, but across the country. If they start to see market-share dips during the peak of betting on the NFL over the next few months, they may need to journey back to the drawing board. That, or they could be open to a one-, two- or three-years grace period before they start drawing more profound conclusions.

Take a look at this list of the top online sportsbooks so you can find one that works for all of your sports betting needs:

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