PENN Entertainment has signed a multi-year agreement with the National Football League (NFL) that names theScore Bet an official NFL partner in Canada for both sportsbook and iCasino.
The deal grants the operator access to league and team intellectual property, trademarks, and advertising rights.
The agreement covers PENN’s entire Canadian iGaming portfolio, which includes theScore Bet, the standalone theScore Casino app and the Hollywood Casino platform. The latter carries the name of the company’s primary US brick-and-mortar casino brand. All three brands are licensed and operating in Ontario and Alberta.
Under the deal, theScore Bet can use official NFL trademarks and intellectual property, including league logos, team marks, NFL Kickoff branding and the Super Bowl, in approved marketing and promotional campaigns.
The agreement enables PENN’s Canadian gaming brands to build integrated marketing campaigns and fan experiences around major league events such as NFL Kickoff, the NFL Draft, the postseason and the Super Bowl.
According to PENN, the partnership will allow it to engage football fans year-round rather than exclusively during the regular season.
Inside the partnership terms
In addition to the intellectual property rights, the agreement gives PENN access to NFL marketing, advertising, hospitality and fan engagement assets. It also provides for shared media and promotional campaigns, along with inventory exchanges, across NFL and theScore-owned digital channels.
Furthermore, theScore Bet will gain access to NFL Canada digital media, database marketing opportunities and promotional assets, as well as custom fan experiences and a presence at the league’s fan events and experiences.
“theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans,” said Gavin Kemp, General Manager of NFL Canada.
“This partnership reflects our shared commitment to innovation and delivering exciting new ways for Canadians to engage with the NFL,” Kemp added. “We look forward to working together to create meaningful experiences for fans across Canada.”
“The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans throughout the football season,” said Justin Hergianto, Vice President of Marketing at PENN Interactive in a statement.
theScore already covers the league extensively through its legacy media app across Canada.
“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,” Hergianto said.
Other operators on the NFL roster
theScore Bet is not the only betting brand with NFL ties in Canada. In February, BetMGM announced a multi-year extension of its existing partnership with the league, which included new status as an official sportsbook partner in Canada.
However, the BetMGM agreement covers only sports betting and does not include BetMGM Casino.
In the US, BetMGM already held the status of approved sportsbook operator of the league. That designation ranks below official partner and allows the operator to market during game broadcasts.
The NFL’s three official gaming partners in the US for the current season are DraftKings, Fanatics Betting & Gaming and FanDuel.
Football moves to the front of the lineup
For the Canadian-rooted sports and gaming brand, the NFL agreement is the latest major sports partnership aimed at its home market. theScore Bet holds a 10-year exclusive deal with the Toronto Blue Jays that includes broadcast visibility, signage at the Rogers Centre, and the rights to offer exclusive casino games such as Blue Jays Blackjack.
It is also the exclusive gaming partner of Golf Canada, a deal that includes sponsorship of the RBC Canadian Open and the CPKC Women’s Open.
This year, PENN has focused on football while it extended theScore’s gaming platforms into Alberta. Earlier in 2026, the company signed an agreement with the Canadian Football League (CFL) that made it an official betting and online casino partner in Ontario and Alberta.
The partnership includes cross-branding, custom promotions and an integration that lets users of the CFL app and theScore media app opt in to view and engage with theScore Bet’s betting lines.
The CFL deal also installed theScore Bet as the presenting sponsor of the league’s new app, which launched in early September, and of the free-to-play CFL Fantasy game. Five of the CFL’s nine teams play in either Ontario or Alberta, and numerous NFL teams are highly popular in those provinces.
With the new agreement, theScore Bet now holds prominent positioning with both leagues in Canada.
Alberta in the sights of a top-three finish
PENN launched the two theScore-branded iGaming platforms and Hollywood Casino in Alberta on July 13, the first day of the province’s regulated market. A few weeks later, on an August 6 earnings call, PENN Entertainment CEO Jay Snowden said Ontario “is by a good margin our number one market” for online sports betting.
PENN offers betting through theScore Bet in more than 20 US states and in its two Canadian provinces, following the rebranding of its US-facing sportsbook from ESPN Bet.
Ontario also ranks among PENN’s top two markets for online casino, along with Pennsylvania, the parent company’s home state. PENN executives have publicly stated that they expect Alberta can challenge to be a top-three market for PENN Interactive.
“We’re encouraged by our Alberta user and handle volumes on a per capita basis and believe our exclusive strategic partnership in Canada with the Toronto Blue Jays will complement the strength of theScore Bet brand there,” Snowden said during the August call.
“We hope to have the same or similar market share to what we enjoy in Ontario. That’s the focus, and it’s looking good so far,” Snowden added.