ESPN on Tuesday introduced a 10-year cope with Penn Entertainment, a on line casino firm, to create a web-based sports activities betting model known as ESPN Bet, catapulting the sports activities leisure community into the profitable world of on-line playing.

Penn will function the net sports activities e-book and pay ESPN $1.5 billion in money for using ESPN’s title, advertising and marketing, “access to ESPN talent” and different promotional instruments, Penn mentioned in a information launch. Penn can even give ESPN choices to purchase $500 million in Penn inventory, the information launch mentioned.

Jimmy Pitaro, the chairman of ESPN, mentioned within the information launch that he believed ESPN’s sturdy model, mixed with Penn’s expertise and expertise working a sports activities e-book, supplied a “tremendous opportunity to serve the ever-growing number of consumers interested in betting.”

Jay Snowden, Penn’s chief government, known as the deal “transformative” and mentioned it might assist Penn proceed to evolve right into a “North American entertainment leader.”

Penn and ESPN declined to remark additional on the transaction, saying extra data can be introduced Wednesday throughout Penn’s quarterly monetary earnings name with buyers.

As a part of the transaction, Penn is promoting Barstool Sports, a sports activities media firm, again to its founder, David Portnoy. Penn purchased full management of the corporate from Mr. Portnoy this yr, after buying a partial stake in 2020. And the Barstool Sportsbook model was the title of Penn’s on-line sports activities e-book, which was struggling to compete with rivals like DraftKings and FanDuel. ESPN Bet will now change that branding.

In a quick Twitter video, Mr. Portnoy celebrated the information that he was again in charge of Barstool, which he based in 2003.

“For us, for Barstool, for the first time in forever, we don’t have to watch what we say, how we talk, what we do,” he mentioned. “It’s back to the pirate ship.”

Mr. Portnoy mentioned he and Penn had each underestimated “just how tough it is for myself and Barstool to operate in a regulated world.” He referred to challenges stemming from playing regulators and from information articles about him, by shops together with The New York Times and Business Insider, detailing allegations of misogynistic conduct and sexual misconduct.

ESPN and Penn are teaming up in a sports activities playing world that has exploded in popularity. Five years after the Supreme Court overturned a legislation prohibiting most states from legalizing sports activities betting, greater than half have legalized it, and Americans have legally bet greater than $220 billion on sports activities since 2018.

Advertisements and paid sponsorships encouraging folks to wager on sports activities video games have permeated broadcasts, together with ESPN’s. The network had long been mulling the easiest way to get in on this money bonanza and already had two smaller offers with Caesars Entertainment and DraftKings.

ESPN, which is owned by Disney, is synonymous for many individuals with sports activities leisure. But though the corporate continues to be worthwhile, its prices have been hovering, and cable cord-cutting has damage income because the community tries to adjust to the streaming period. ESPN laid off a group of high-profile broadcasters in June, and Robert A. Iger, Disney’s chief government, has mentioned he’s contemplating promoting a minority stake within the firm.

Darren Heitner, a lawyer and the founding father of the sports activities legislation agency Heitner Legal, mentioned the costly partnership was dangerous for Penn, provided that it’s valued at solely about $3.8 billion. But the Barstool branding didn’t seem to present Penn’s sports activities betting web site the carry it had anticipated, he mentioned, so pivoting to an even bigger model like ESPN made sense.

“It’s a second bite at the apple for Penn,” Mr. Heitner mentioned. “ESPN’s reach is just so far larger than Barstool, and the brand equity that’s been built over decades of time will only help Penn.”

The deal permits ESPN to rake in a big sum of cash associated to playing with out — in line with Disney’s family-friendly model — turning into a sports activities e-book itself. The deal “should make shareholders of Disney happy, particularly given a lot of questions surrounding whether ESPN continues to be a strong vehicle for the Disney brand as a whole or whether it should be spun off,” Mr. Heitner mentioned.