TheScore Bet, PENN Entertainment’s mobile wagering arm, has secured a multi-year partnership with the NFL, gaining the right to use the league’s trademarks across its Canadian operations. This development should help the company bolster customer engagement and empower PENN’s reenvisioned media and sportsbook strategy after the transition away from ESPN Bet.
Canadian Fans Will Have a New Way to Enjoy the NFL
This new partnership allows theScore Bet to use official NFL trademarks and intellectual property across its online sportsbook and iGaming operations in Canada. Concepts such as team marks, the Super Bowl, and the NFL Draft will be available for use across PENN’s Canadian portfolio. This means platforms like theScore Bet, theScore Casino, and Hollywood Casino could soon roll out NFL-themed promotions.
NFL Canada general manager Gavin Kemp was excited about this new collaboration. He lauded theScore Bet’s history of excellence and added that the partnership would help the league connect with more fans. The NFL remains highly popular in Canada with solid viewer numbers, and the nation often hosts international games
“This partnership reflects our shared commitment to innovation and delivering exciting new ways for Canadians to engage with the NFL.”
Gavin Kemp, NFL Canada general manager
The collaboration will focus on PENN’s digital channels in Alberta and Ontario and will give it access to NFL Canada digital media and database marketing opportunities. theScore Bet can leverage the league’s appeal to deliver fan-focused experiences and bolster its footprint across digital channels. Such connections are critical to fostering long-term growth and customer loyalty.
TheScore Bet Doubles Down on Player Engagement
With this development, theScore Bet takes another decisive step in its transition away from ESPN Bet. PENN delivered a smooth transition, ensuring that existing customers experienced no disruptions. theScore Bet now aims to forge a distinct identity in a competitive market and find a niche in which it can thrive. Partnering with the NFL marks a major milestone in these efforts.
PENN Interactive vice president of marketing Justing Hergianto noted that an NFL collaboration was a natural next step for theScore Bet’s Canadian operations. The mutually beneficial partnership should help the league gain more fans abroad while bolstering the operator’s offerings with unique, recognizable branding that will make it stand out among the competition.
“The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans.”
Justing Hergianto, PENN Interactive vice president of marketing
This development aligns with PENN’s plans to refine its operations, focus on its most profitable markets, and focus on player retention. The company is also leaning on its cross-selling opportunities. Since the NFL’s branding will be present across iGaming and online sports betting, theScore Bet and theScore Casino can use this opportunity to reach new customers.