New and upcoming sports betting sites
The U.S. sports betting market continues to evolve quickly — and 2025 is shaping up as one of the most dynamic years since PASPA’s repeal. Established powerhouses like FanDuel and DraftKings still dominate, but new operators are changing how bettors think about brand loyalty, technology, and rewards.
Below, we’ll explore six of the most important new or re-emerging sportsbooks, what sets them apart, and how they’re reshaping the landscape of online sports betting heading into 2026.
🏆 Fanatics Sportsbook — The New National Contender

Once best known for sports merchandise, Fanatics Sportsbook is now the most ambitious new entrant in U.S. online sports betting. After acquiring PointsBet’s U.S. operations, Fanatics integrated that technology with its own massive customer database of more than 90 million fans.
Its signature “FanCash” program bridges betting and fandom: every wager earns store credit redeemable for jerseys, hats, and team gear. The app emphasizes intuitive design, easy navigation, and a growing portfolio of states — including Ohio, Maryland, Massachusetts, and New York.
With industry veterans leading its sportsbook division, Fanatics is quickly establishing itself as the best new sports betting site for loyalty and engagement.
🎸 Hard Rock Bet — Big Brand, Bigger Ambitions

Backed by the global entertainment powerhouse, Hard Rock Bet combines music, hospitality, and sports into one experience. The platform relaunched in 2023 with a clean interface, strong live-betting tools, and seamless integration with Hard Rock’s casinos and hotel rewards.
It’s currently live in Florida, New Jersey, Ohio, and several other regulated markets — with more expected by 2026. Its welcome offer and ongoing promos target casual bettors who enjoy the Hard Rock lifestyle as much as the action.
With a reliable mobile app, strong customer service, and recognizable branding, Hard Rock Bet is positioning itself as the most entertaining sportsbook app in the country.
🦀 Crab Sports — Maryland’s Homegrown Book

Few new operators have embraced local flavor like Crab Sports, a Maryland-based sportsbook built “by Marylanders, for Marylanders.” It launched in mid-2023 as part of the state’s wave of smaller, independently licensed books.
Crab Sports focuses on community partnerships, Maryland-specific promotions, and personalized service. Its brand voice leans regional and relatable — a welcome contrast to the corporate feel of national sportsbooks.
While only active in Maryland for now, its niche approach shows how state-level operators can thrive by connecting authentically with local fans.
📰 ESPN Bet — Famous Brand in Transition

In breaking news, Penn Entertainment and The Walt Disney Company will officially end their ESPN Bet partnership on December 1, 2025, marking one of the biggest shakeups in U.S. sports betting since legalization. Legal Sports Report confirmed that the separation will wind down ESPN Bet’s operations under the current brand.
For now, ESPN Bet remains live in multiple states through 2025, honoring existing player accounts and promotions. Analysts expect Penn to refocus on its Barstool Sportsbook heritage or launch a new in-house brand, while Disney may deepen ties with DraftKings, already its preferred daily-fantasy and odds partner.
Regardless of the outcome, ESPN Bet’s brief life illustrates how volatile — and competitive — the U.S. sports betting app market has become.
🎯 Betly — Quietly Expanding in Regional Markets

Betly, operated by Delaware North, started as a regional sportsbook serving Arkansas, West Virginia, and Tennessee. It’s not flashy, but it’s growing steadily, focusing on retail partnerships and integrated resort betting experiences.
Betly’s platform is known for reliability and simplicity rather than aggressive bonuses. Its focus on smaller jurisdictions and loyal local audiences makes it a solid regional sportsbook to watch as mid-sized markets mature.
🎬 Bally Bet — Rebuilding Through Media

After technical setbacks in 2023, Bally Bet relaunched with improved infrastructure and a clearer strategy: connecting Bally’s nationwide network of casinos, sports channels, and streaming content.
Its interface is sleek, its sportsbook bonus competitive, and its long-term value lies in media integration — imagine live in-app betting synced with Bally Sports broadcasts. If the company executes that vision, Bally Bet could re-emerge as a media-driven sportsbook similar to how ESPN Bet was originally conceived.
What to Watch Next (2026 Outlook)
As consolidation accelerates, experts predict a “third wave” of sportsbook launches led by media partnerships and localized brands. Expect new hybrid models that blend sports streaming, social features, and micro-betting.
We’ll also see further movement among legacy players:
- Fanatics expanding into another 10+ states by 2026.
- Hard Rock Bet deepening integration with casinos and live events.
- Regional books like Crab Sports proving there’s room for homegrown alternatives in an industry dominated by national giants.
The next few years will define which of these new sports betting sites can sustain growth — and which will fade like ESPN Bet’s brief but memorable chapter.