NFL and theScore Bet Announce Multi-Year Partnership in Canada

• The NFL and theScore Bet today announced a new partnership in Canada
• theScore Bet will have access to NFL trademarks and marketing rights
• The multi-year partnership extends across PENN Entertainment’s Canadian online gaming portfolio

The NFL and theScore Bet have agreed to a new partnership in the Great White North.

The NFL and theScore Bet today announced a new multi-year partnership, which will provide theScore Bet with access to NFL trademarks and marketing rights, allowing the company to build integrated campaigns and create new fan experiences.

The partnership spans PENN Entertainment’s Canadian online gaming portfolio, including theScore Bet, theScore Casino and Hollywood Casino.

Adhering to NFL Game Integrity Policies

The partnership will allow theScore Bet to access trademarks and build new events around the NFL Kickoff, NFL Draft, and the Super Bowl.

“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.”

Through the partnership, theScore Bet will agree to adhere to the NFL’s core game integrity policies and responsible gaming initiatives. The collaboration will deliver NFL-related content to fans in a manner consistent with the NFL’s integrity standards.

Through the partnership, theScore Bet will receive an official NFL Partner designation for sportsbook and iGaming, will receive rights to use NFL trademarks and league intellectual property, access to NFL marketing, advertising, and hospitality assets, media and promotional inventory exchanges across NFL and theScore-owned digital channels, and access to NFL Canada digital media, database marketing opportunities, promotional assets and fan-focused 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,” Gavin Kemp, General Manager, NFL Canada, said in a press release. “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.”

Latest Betting Partnership

This is the second gaming partnership theScore Bet has announced with a professional football league since July.

theScore Bet and the Canadian Football League also recently announced a new multi-year partnership on the heels of the gaming operator’s launch into Alberta.

The Canadian Football League (CFL) and theScore Bet’s new partnership designates the gaming operator as an official authorized gaming operator and official sports betting and online casino partner of the football league in Ontario and Alberta. The CFL and theScore Bet announced the partnership one week after the launch of Alberta sports betting apps in the province.

“The CFL occupies a special place in Canadian sports culture, making this a natural partnership for theScore Bet and theScore,” Justin Hergianto, Vice President of Marketing, PENN Interactive, 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.”