July 1 marks a significant date for Penn Entertainment as it welcomes former Disney executive Aaron LaBerge into its corporate ranks as the new Chief Technology Officer. A seasoned veteran with a history of leadership roles within the technology sector, LaBerge will report to Jay Snowden, Penn Entertainment’s chief executive and president.
In his new position, LaBerge will take charge of the technological evolution and implementation across the company. Heading a global team of experts in technology, his remit includes propelling Penn Interactive to new heights, where he will act as a critical figure in the business leadership.
Before his shift to Penn Entertainment, LaBerge contributed nearly six years to The Walt Disney Company. He held prestigious positions such as president and CTO for both Disney Entertainment and ESPN, and for Disney Media and Entertainment Distribution. His experience at ESPN is extensive, with six years in various senior tech roles, including four years as executive vice president and CTO.
LaBerge’s history in tech also includes being a tech entrepreneur where he co-founded and was CEO of the software company Fanzter, following an initial tenure at ESPN as the senior vice president of technology and product development. Additionally, LaBerge has also spent periods working for Walt Disney Internet Group, Starwave Corporation, and Renaissance Interactive, all contributing to a robust portfolio of experience in both leadership and technology.
A major aspect of LaBerge’s incoming role at Penn will involve the development and expansion of the ESPN Bet brand within the United States. This initiative stems from a $1.5 billion partnership between Penn and Disney’s ESPN, America’s largest sports media brand. The partnership kicked off last August when ESPN decided to ride the wave into sports betting by striking a deal with Penn, designating the operation of ESPN Bet to Penn while ESPN promotes the application on its numerous online and broadcast mediums.
Interestingly, ESPN Bet is a rebrand of the previously known sports betting app Barstool Sportsbook, which Penn sold back to its founder, Dave Portnoy, for $1. The application went live last November in seventeen states and is continuing to extend its reach. In February, an agreement was reached to acquire Wynn Interactive’s New York sports betting licenses, setting the stage for the introduction of ESPN Bet in New York later this year.
LaBerge expressed his enthusiasm about joining the Penn Interactive team and driving the technology strategy forward. He aspires to blend his experience from Disney and ESPN to make ESPN Bet an indispensable component of the sports fan experience. He aims to challenge conventional boundaries and redefine the ways fans engage with sports and gaming.
CEO Jay Snowden underscored the value LaBerge brings, praising his unmatched ability to oversee global organisations teeming with thousands of engineers, product developers, designers, technologists, and scientists. Snowden confidently regards LaBerge as the ideal candidate for steering Penn’s Technology and Interactive division towards a lucrative future.
Snowden anticipates LaBerge’s collaboration with the Penn executive team, further entrenching Penn’s status as an innovator in online gaming, sports betting, and digital sports media. The incorporation of LaBerge into Penn Entertainment’s leadership is seen as a strategic move likely to fortify the company’s impact on the rapidly evolving gaming and sports media landscape.
