WYOMISSING — Penn Entertainment Inc. has announced a reorganization of its corporate structure.
The new organizational structure is designed to reflect Penn’s strategic priorities, which includes the realignment of its interactive focus on Penn’s digital assets in Canada and its Hollywood iCasino product in the U.S., the company said in a release,
Two Penn executives — Todd George, executive vice president, operations, and Rich Primus, senior vice president, chief information officer — have stepped down and their positions have been eliminated, effective immediately, the company said. Both executives had been with the company for more than 10 years.
“As we turn the calendar to 2026, we are restructuring our corporate organization in order to achieve greater operational efficiencies, deepen customer engagement across channels, maximize free cash flow and drive shareholder value,” Jay Snowden, Penn’s chief executive officer and president, said in a statement.
As part of the restructuring, Penn’s current senior vice presidents of regional operations — Rafael Verde, Aaron Rosenthal and Justin Carter — will continue their regional oversight of the company’s retail operations, according to the release. Verde and Rosenthal will report to Snowden, while Carter will report to Verde.
In addition, Jennifer Weissman, chief marketing officer, will now report to Snowden, and will focus on maximizing omnichannel results, which will include working closely with Aaron LaBerge, chief technology officer and head of interactive, to further enhance the PENN Play loyalty program.
LaBerge will assume responsibility for Penn’s enterprise IT functions in addition to maintaining his current responsibilities, and will continue to report to Snowden.
To help with daily operations of the interactive segment and to enable LaBerge to spend more time with the combined technology teams, the company has begun the search for a digital chief operating officer.
In making the reorganization announcement, Penn said the company is evaluating additional opportunities to strengthen and streamline its operations, adding that an update will be provided when fourth quarter 2025 financial results are reported in February. Among the information expected to be included: the anticipated annualized cost savings and improved free cash flow generation related to the new corporate organizational structure and optimization initiatives.
Monday’s statement comes on the heels of November’s announcement by Penn and ESPN that the two companies had mutually agreed to the early termination of their exclusive U.S. online sports betting agreement effective Dec. 1.
That termination came just over two years into an agreement that had an initial term of 10 years.
Under the terms of the original August 2023 agreement, ESPN agreed to provide Penn with media, marketing services and the exclusive right to the ESPN BET trademark for online sports betting, in exchange for $150 million per year in cash payments to ESPN and warrants to purchase common stock of Penn.
The agreement gave either company the right to terminate the agreement after the third year if specific market share performance thresholds were not met.
At the time, Snowden said Penn planned to realign its digital focus on the company’s growing iCasino business, and would rebrand its online sports betting in the U.S. to theScore Bet. That rebranding of theScore Bet was completed in early December.
Wyomissing-based Penn Entertainment Inc., together with its subsidiaries, operates in 28 jurisdictions throughout North America, with a diversified portfolio of casinos, racetracks, and online sports betting and iCasino offerings.
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