theScore Bet Inks Multiyear Canadian Partnership With NFL

PENN Entertainment’s theScore Bet has secured a multiyear deal with the NFL, granting the operator enhanced fan engagement tools across Canada.

Under the agreement, theScore Bet gains access to official NFL trademarks and intellectual property, including league logos, team marks, NFL Kickoff branding, and the Super Bowl.

Major NFL Events Targeted

The deal enables PENN Entertainment’s Canadian gaming brands—including theScore Bet, theScore Casino, and Hollywood Casino—to build integrated marketing campaigns and fan experiences around key tentpole events, such as NFL Kickoff, the NFL Draft, the postseason, and the Super Bowl.

The company stated the partnership will allow it to engage football fans year-round rather than exclusively during the regular season.

“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 of marketing at PENN Interactive, said in a statement.

Expanding Canadian Footprint

Hollywood Casino, theScore Bet, and theScore Casino are licensed and operating in both Ontario and Alberta following Alberta’s commercial market launch in July.

“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.

Partnership Scope

The agreement establishes theScore Bet as an official NFL partner in Canada for both sportsbook and iCasino operations. The deal grants PENN access to NFL marketing, advertising, hospitality, and fan engagement assets, alongside media and promotional inventory exchanges across NFL and theScore-owned digital channels. It also opens access to NFL Canada digital media, database marketing opportunities, and custom fan experiences.

NFL Canada Welcomes Deal

“theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans,” Gavin Kemp, general manager of NFL Canada, said.

“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.”