The sports channel ESPN announced the signing of “exclusive” agreements with Caesars and DraftKings, taking a new step in the goal of expanding their influence in sports betting. On the other hand, the American Gaming Association (AGA) is reminding operators of the marketing rules to moderate their activities.

Last Sunday, ESPN presented its new Bet program that is focused on half-hour bets and is hosted by Joe Fortenbaugh and Tyler Fulghum, regarding the start of the 2020 NFL season.

The new show is produced in ESPN’s newly installed studio at Caesars Entertainment’s Linq Casino in Las Vegas and will air for three nights on ESPN’s digital platforms.

The platforms include the YouTube channel ESPN Sports Betting, which will begin broadcasting from monday, september 21. The channel will also feature segments from Daily Wager, SportsCenter, as well as other ESPN shows.

ESPN reported on the “exclusive” deals signed with leading gaming operators Caesars and DraftKings. The agreement with Caesars includes direct ‘link integrations’ to the applications of Caesars sports betting provider William Hill US, through the television channel’s sites:, the mobile web and the ESPN Fantasy application.

Likewise, ‘Caesars Sportsbook by William Hill’ will sponsor ESPN’s Fantasy products, to deepen “integration as the exclusive provider of ESPN odds.”

The deal with DraftKings, which is actually ‘co-exclusive’, offers the operator similar tying privileges and will allow the company to describe itself as ‘ESPN’s exclusive daily fantasy sports provider’. DraftKings will provide ESPN programming with “dedicated segments for promotion, beginning with daily fantasy sports.”

These deals announced by ESPN immediately generated reactions on the New York Stock Exchange. DraftKings ‘share price saw a reasonable rise of 17.3%, while Caesars’ was barely up 9%.

Control of betting marketing

In recent weeks, gambling operators have moved hard to capture a larger share of the market’s audience, signing marketing deals that could eventually lead to overreaching and breaking the rules. Something similar happened in Europe where the marketing efforts collapsed, because the operators did not know how to interpret the signals of the regulators.

But before that can happen, the US gaming lobby, the AGA, started Responsible Gaming Education Week and activated its new Responsible Marketing Code that will govern sports betting.

AGA wants people who feel affected by some type of gambling marketing that they find scandalous to be able to complain to the agency’s new Code Compliance Review Board. This body of control is made up of individuals from US gaming operators and representatives of the gaming studies division at the University of Nevada, Las Vegas.

Although these marketing rules do not contain special content, they are primarily focused on ensuring that operators deliver responsible gaming messages in all their betting promotions. But also in ensuring that the advertising pieces inviting to bet are not deliberately exposed to minors.

In the same way, standard warnings are made related to the promotion of “irresponsible or excessive” gambling and that advertising in which it is believed that the gambling leads to “social, financial or personal success”.


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