The competitive market of online sports betting has some big names, mostly of British origin like Betfair, Betdaq, William Hill, DraftKings, Fanduel.
With high costs to acquire additional gamblers, the market is looking to license established brands. TV companies like Sky were early in the UK, Fox in the USA followed in 2019.
Now Disney’s ESPN is in talks to license its brand. The royalties it is aiming for are ~ US$ 3 Billion.
Disney of course is a veteran and champion in brand licensing.