Joe Brennan Jr. Stepping Away From Prime Sports

Without Joe Brennan Jr. … well, PASPA might very well still be the law of the land.

Brennan Jr. was one of the principals who, back in 2008, began the federal lawsuit and the legislative drive to legalize sports betting in New Jersey.

We all know how that story ended.

Now, Brennan Jr. has ended another chapter in his storied career — he’s stepping away from Prime Sports, the online sportsbook he started with Adam Bjorn. The book — which is run the old-school way, welcoming all bettors — is currently operating in New Jersey and Ohio.

“Four years ago, when the opportunity arose to launch a ‘sharp sportsbook’ in the regulated U.S. market in New Jersey, I jumped at it,” Brennan wrote on his LinkedIn page. “NJ is where it all began for me, starting with our legalization efforts back in 2008. So, getting Prime across the finish line and live — both in New Jersey and Ohio — was outstanding. Having done that, it’s time to hand over the reins to the team and let them build on the strong foundation we created.”

While this marks the end of one chapter in Brennan Jr.’s career, it’s not the closing of the book. 

“I feel like doing something big again,” he continued in his post. “The U.S. market is operating sub-optimally in many ways, and I’m not alone in thinking that change and innovation are needed. We have to evolve. Right now, for every dollar wagered with regulated operators, at least one dollar is still being bet with unregulated ones. There’s no simple solution — no silver bullet — but change is necessary.”

While Brennan Jr. did not pinpoint what, exactly, his future plans are, he is going out on what amounts to a listening tour of the American sports betting world.

All ears

“I’m taking the opportunity to listen to people across this industry — operators, lawmakers, innovators, regulators, suppliers, and most importantly, the players — about what they believe should come next,” Brennan continued. “That’s why I’ve already begun reaching out to some of the smartest people in the industry. Many of you have generously shared your insights, and if I happen to reach out to you, I’d be grateful for a few moments of your time to listen to your thoughts on what’s needed in this space. I’m not selling anything — just listening and trying to step outside my own experiences.

“People know I enjoy poking the market leaders. While it’s all in good fun, I also recognize that they need to be part of the solution. But change can’t rest solely on their shoulders. Regulators, operators, suppliers, advocates, and players — everyone has a role to play. This industry needs more — more differentiation, more competition, more protection, more innovation, and more participation. Above all, we need to be good shepherds.”

Brennan Jr. is a 2021 inductee into the Sports Betting Hall of Fame, and got his (indirect) start in the industry back when he worked for AOL as a director of strategy. He went to then-AOL Vice Chairman Ted Leonsis — now owner of Monumental Sports & Entertainment — and pitched him an idea that AOL should enter the U.K. gambling market.

Leonsis demurred.

But that started Brennan Jr. on the path to legalizing sports betting here in the colonies, first by being one of the founders of Interactive Media Entertainment and Gaming Association (IMEGA), which grew to be the lead lobbying and legal defense trade group for the sports betting industry.