Penn Entertainment flipped the switch on its rebranded sportsbook yesterday. ESPN Bet is now theScore Bet across all 21 states where it operates. The change happened overnight while most players were asleep.
Existing customers didn’t lose access. They can log in with their usual credentials and find everything right where they left it. Bets stayed active. Account balances carried over. Even responsible gaming settings transferred automatically.
Penn’s Hollywood Casino online platform kept running in all its existing markets. The company paired its new sportsbook with theScore sports media app, which already has a strong following in Canada.
Why Penn Split from ESPN
The rebrand follows Penn’s breakup with ESPN earlier this year. That partnership didn’t work out as planned. ESPN moved on quickly, signing DraftKings as its new sportsbook partner instead.
Penn needed a fresh identity fast. TheScore brand made sense because Penn already owned it. The company bought theScore in 2021 for $2bn and successfully ran it in Ontario’s regulated market.
The timing also lines up with Penn’s new retail deal with Kambi. That partnership kicked off last week and signals Penn’s shift toward a different operating model.
What Changed for Missouri Players
Missouri became the first state in 2025 to launch regulated sports betting. Penn entered on day one.
The operator now offers online betting statewide through theScore Bet. It’s also running retail sportsbooks at its three Missouri casino properties. That gives Penn both online and physical presence from launch.
“We’re pleased to introduce theScore Bet to millions of fans across the US, and welcome new customers in Missouri,” said Aaron LaBerge, Penn’s Chief Technology Officer and Head of Interactive. He noted the company wants to build the same fan connection it created in Ontario.
The state’s path to legal betting wasn’t smooth. Voters approved it by a narrow margin in November 2024. Regulators announced the December launch during Q2 this year.
How This Affects Penn’s Position
Penn’s Q3 results showed mixed signals. Revenue climbed 4.8% to $1.7bn compared to last year. But the company posted a net loss of $865.1m.
The theScore rebrand gives Penn full control over its sports betting identity. No more revenue sharing with ESPN. No more brand confusion.
Missouri adds a decent-sized market to Penn’s footprint. The state has over 6 million residents and strong sports culture. That should help offset some of Penn’s recent losses.
Other operators also entered Missouri today, which means instant competition. Penn’s established retail presence might give it an edge over online-only competitors.
