theScore Bet Obtains Official NFL Partner Designation for Ontario and Alberta Operations

PENN Entertainment’s theScore Bet has entered a multiyear partnership with the NFL in Canada. The agreement grants access to league trademarks, intellectual property, and marketing rights across theScore Bet, theScore Casino, and Hollywood Casino in the regulated markets of Ontario and Alberta. TheScore Bet receives official NFL Partner status and may deploy NFL branding for campaigns tied to NFL Kickoff, the NFL Draft, and the Super Bowl.

Additional provisions deliver access to NFL Canada digital media, database marketing opportunities, hospitality assets, and promotional inventory across NFL and theScore-owned channels. The partnership enables NFL-focused promotions and fan experiences throughout the football calendar. It requires adherence to the NFL’s core game integrity policies and responsible gaming initiatives.

Fan Engagement and Shared Brand Commitments

“The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans throughout the football season,” Justin Hergianto, Vice President, Marketing, PENN Interactive, said in a press release. “With theScore Bet live in Ontario and Alberta and theScore already a daily destination for millions of Canadian sports fans, we’re in a unique position to connect sports media and betting with the NFL experiences fans care about.”

Gavin Kemp, General Manager of NFL Canada, stated that theScore Bet is one of the most recognizable and trusted brands in Canada with a proven track record of connecting with passionate sports fans. “This partnership reflects our shared commitment to innovation and delivering exciting new ways for Canadians to engage with the NFL,” Kemp said, according to reporting by Sports Betting Dime. The deal follows PENN’s July launch in Alberta’s regulated online gambling market, where theScore Bet, theScore Casino, and Hollywood Casino now operate alongside their Ontario presence.

Alberta Performance and Complementary League Ties

PENN Chief Executive Jay Snowden described early Alberta results as encouraging from a handle perspective even in a slow sports calendar. The NFL agreement follows a separate multiyear deal with the Canadian Football League that designates theScore Bet as an authorized gaming operator and official sports betting and online casino partner in both provinces.

The arrangement aligns with PENN’s stated emphasis on online casino expansion. Chief Technology Officer Aaron LaBerge said on the company’s Q2 earnings call that the firm will continue to focus on growing casino because it delivers attractive customer acquisition costs.

Reporting: World Casino News

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