Who could have imagined it?

An amazing name synonymous with Sports...the literal home of sports with a brand that is strong, instantly recognizable and trusted.

The rise of betting in the USA with the federal deregulation and the market now worth over $6bn, with a gross revenue of over $40bn annually, growing at 12% CAGR.

Surely the combination of these two things is a no-brainer.

Yet many, including myself, didn't believe it would work. It's not that the concept isn't entirely logical and persuasive, it's just that we have seen it before and seen how hard it is to make work.

Time isn't up for ESPN Bet on the Penn platform but its entirely unsurprising commentators are now openly stating it in the media.

History doesn't repeat - but it's re-runs are very similar!

Let's see if ESPN thinks that bringing it in house as part of their new product launch this year becomes a thing.