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68 Brand Capital Score

A weighted composite of this company’s brand-capital drivers, 0 to 100.

72Brand equityThe brand as a durable commercial asset, 0 to 100.
-1.1MomentumThe change in the score since it was last derived.
+4% YoYGrowthReported revenue growth year on year.
1SignalsPublished market signals that name this company.
B2C operatorESPN Licence Terminated, Now theScore Bet

Penn / ESPN Bet

Current signalBrand Mismatch, Confirmed

The read

Penn Entertainment licensed the ESPN brand for its US sportsbook in a $2B, ten-year deal, creating ESPN Bet in 2023. The contract let either side walk after year three if market-share thresholds were missed.

They were. The two sides terminated early and the product was rebranded theScore Bet on 1 December 2025; ESPN moved its betting integration to DraftKings.

The brand transfer from sports media to sports wagering did not work, and the contract's own escape clause is the evidence. theScore Bet now runs in 21 US jurisdictions and took 1.2% of New Jersey's combined online gaming revenue in the year to August 2026, with its New Jersey sportsbook revenue down 57% year on year.

What is on this page

The public read on Penn / ESPN Bet. What it scores, what that score is built from, and where it sits against its shortlist. Plus all 1 market signal naming it. Every one of the 46 companies here is read the same way.

What a review adds

The free read stops at the position. A review adds the forward view: where it is losing you money, what closing it is worth, and the moves in order. It is scored from Penn / ESPN Bet’s own evidence, and you get it within 48 hours of asking.

The position

Where Penn / ESPN Bet’s value sits

What the name is carrying, and the figures this company is tracked on.

The Brand Capital Score is 0 to 100. It combines the 6 drivers below into one number. Every company on the board is scored the same way. It answers one question: how much of this company’s worth its brand and its customers have built, and how much it has to buy again every quarter.

Penn / ESPN Bet scores 68, brand equity 72. That is 12th of 21 operators. A buyer shortlists three to five names and compares only those, so the score reads as a position in the field.

Brand-capital position

Brand equity 72 reflects ESPN's real name recognition, with little effective sportsbook brand equity behind it. Players know ESPN Bet exists and do not link ESPN's strengths (expert analysis, sports authority) with the confidence and trust gambling needs to win a share of their wallet.

What is being tracked
  • Revenue ~$700M FY2025, growing only 4% in a market growing 20%+
  • ESPN parent: 100M+ monthly viewers, largest sports media audience globally
  • Present in 20 US states for sports betting
  • Penn Entertainment parent (NYSE: PENN) stock underperforming peers
Peter Nikashin, Enterprise Value Architect
Peter Nikashin,
Enterprise Value Architect
▲ Reading Penn / ESPN Bet

Penn / ESPN Bet’s brand is worth more than its numbers currently show. That gap is room to charge more that nobody is using.

I grow your brand, your customers, and the money they bring in.

Your budget buys activity. I turn it into things that build over time: the price you can hold, the customers who stay, and what a buyer will pay for the business. Every move is specific, in order, and tied to a number.

Explore the system →

Every quarter you wait, the gap grows on itself.

The read in numbers

Penn / ESPN Bet against the board

Four views of one company — what the score is built from, how much of it is brand, who it is weighed against and which way it is moving. Hover any figure for what it means.

The driver scorecard
Revenue & growth 70
Brand equity 72
Product differentiation 66
Retention 62
Regulatory standing 72
Digital 68
Brand equity in rust.

The 6 things the composite is built from, each scored 0 to 100 on the same basis as every other company on the board.

Why it matters

A single score hides where the value sits. Two companies scoring 70 can be very different businesses. The difference is what a buyer pays for.

Strongest on Brand equity, weakest on Retention. Brand equity sits at 72, and that is the driver that keeps paying after a good quarter ends.

Brand equity against the composite
68 Composite 72 Brand equity
050100
+4points ahead of the composite
Brand is carrying this score.

Both figures on one 0 to 100 axis. The banded distance between the two marks is the whole point of the chart.

Why it matters

Discounting can buy revenue. It cannot buy brand equity. When brand sits below the overall score, the business has to keep re-earning its position. That shows up in the price a buyer will pay long before it shows up in revenue.

Brand equity leads the composite by 4. The name is worth more than the numbers currently show. That is a chance to charge more.

The nearest peers
Kindred / Unibet 73
Betsson 72
Rush Street Interactive 71
Kaizen Gaming 69
Penn / ESPN Bet 68
888 / Evoke 66
This company in rust.

The five companies scored closest to this one, ranked by composite.

Why it matters

Nobody is evaluated against the whole market. A buyer builds a shortlist of three to five comparable names, and these are the ones that would sit on it.

Within this set the spread is 7 points, so the composite alone will not separate them. Whatever decides the shortlist happens on the drivers underneath.

Momentum against the cohort
Penn / ESPN Bet -1.1
Cohort median flat
Centre line is no change.

This company's score change beside the median change across its side of the board. The centre line is no movement.

Why it matters

Direction matters more than level over time. A company gaining on a flat field is building its position. One sliding while the field rises is losing ground twice.

Moving at -1.1 against a group median of flat. Losing ground relative to the field even before the absolute change is read.

The next step on Penn / ESPN Bet

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