PENN Entertainment’s theScore Bet has entered a multiyear partnership with the NFL in Canada, giving the operator access to league trademarks, intellectual property and marketing rights across its Canadian gaming brands.
The agreement covers theScore Bet, theScore Casino and Hollywood Casino and applies to sportsbook and online casino operations in Ontario and Alberta.
TheScore Bet will receive an official NFL Partner designation in Canada. PENN can use NFL branding in campaigns tied to major league events such as NFL Kickoff, the NFL Draft and the Super Bowl.
The agreement also includes access to NFL Canada digital media, database marketing opportunities, hospitality assets and promotional inventory across NFL and theScore-owned channels.
“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.”
Deal Covers Marketing, Fan Experiences and Integrity Rules
The partnership allows PENN to develop NFL-focused promotions and fan experiences throughout the football calendar.
TheScore Bet will also follow the NFL’s core game integrity policies and responsible gaming initiatives as part of the agreement.
Gavin Kemp, General Manager of NFL Canada, said according to Sports Betting Dime:
“theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans,” Kemp said. “This partnership reflects our shared commitment to innovation and delivering exciting new ways for Canadians to engage with the NFL. We look forward to working together to create meaningful experiences for fans in Canada.”
The agreement gives PENN another way to connect its gaming products with theScore’s existing sports media audience while using official NFL assets across both regulated Canadian markets.
Alberta Launch Broadens PENN’s Canadian Presence
PENN expanded its Canadian online gambling operations when Alberta launched its regulated market in July.
TheScore Bet, theScore Casino and Hollywood Casino now operate in both Alberta and Ontario.
PENN Chief Executive Jay Snowden said the company had seen encouraging early activity in Alberta.
“Early results from a handle perspective, even though it’s a slow sports calendar, are very encouraging,” Snowden said. “We anticipate to be very aggressive, and we hope to have the same and similar market shares to what we enjoy in Ontario. That’s the focus, and it’s looking good so far.”
The NFL agreement follows another recent football partnership for theScore Bet. The operator also secured a multiyear deal with the Canadian Football League, becoming an authorized gaming operator and official sports betting and online casino partner of the league in Ontario and Alberta.
“The CFL occupies a special place in Canadian sports culture, making this a natural partnership for theScore Bet and theScore,” Hergianto said in a press release. “As Canada’s Sportsbook, we’re proud to partner with Canada’s League to create more connected experiences for fans. Whether they’re following scores and breaking news in theScore, managing their fantasy team or placing a bet through theScore Bet, we’re making it easier than ever for fans to engage with the CFL throughout the season.”
The new NFL partnership also fits with PENN’s emphasis on expanding its online casino business.
“We’re going to continue to focus on growing casino,” Chief Technology Officer Aaron LaBerge said on the company’s Q2 earnings call. “Clearly, standalone is on a hot growth path. We’re going to lean into that. Casino, in general, has very attractive CACs, customer acquisition costs, so we’re exploiting that currently.”