Latest ESPN Bet campaign stars Stephen A. Smith ahead of NBA Finals
PENN Entertainment and sports media giant further mesh efforts as leading broadcaster lends his likeness to latest ad
ESPN Bet has called upon NBA Countdown analyst and First Take commentator Stephen A. Smith for two new commercials, the first of which debuted on Monday, May 13.
The short clip, entitled ‘Pool Hall’, shows Smith playing a billiards match alongside friends in a bar while televised coverage of an unspecified playoff clash at the Game Six stage can be heard in the background.
‘Pool Hall’ has been released during the 2024 NBA playoffs as part of the “What a Play” campaign from ESPN Bet and its theme that popular fan-driven narratives within sports can often lead to engaging betting moments.
“Forget Pompeii, we’re talking about a meltdown of monumental proportions – you do not want this going to a game seven,” Smith says, before another member in the group shows him ESPN Bet second-half odds on a victory for the away side, explaining that she intends to “live bet” on an away win.
Smith stands up and pots a solid ball, before being reminded by his team-mate they had claimed stripes.
“I’m Stephen A. Smith, baby,” the sportscaster responded. “I make my own rules.”
PENN Entertainment chief marketing officer Jennifer Weissman expressed her delight at the new campaign and insisted the video helps link the sports media giant with the firm’s betting arm.
“We’re thrilled to introduce this new ad spot, which marks Stephen A. Smith’s debut in our ESPN Bet commercial creative,” she explained.
“Featuring such a recognizable talent in Stephen A. Smith, who is at the epicenter of the daily sports conversation, further strengthens the connection between media and betting with the ESPN and ESPN Bet brands.”
This is the first time Smith has featured in an ESPN Bet advert since PENN Entertainment agreed a licensing deal with the sports media titan to create the sportsbook in August 2023.
Earlier this month, PENN Entertainment CEO Jay Snowden vowed that ESPN Bet’s most difficult quarters from a P&L perspective are behind the brand following an underwhelming Q1 performance.
PENN’s Q1 results showed the interactive arm’s adjusted EBITDA losses significantly increased to $196m, a steep rise from the $5.7m recorded within the same time frame last year.