PENN Entertainment has signed a new partnership with the NFL, making theScore Bet an official sports betting and online casino partner of the league in Canada.
The agreement covers PENN’s Canadian iGaming brands, including theScore Bet, theScore Casino, and Hollywood Casino.
Under the deal, theScore Bet gains rights to use NFL league and team trademarks in approved marketing campaigns. The partnership also includes joint promotions, advertising opportunities, and access to NFL fan engagement events.
The company plans to develop campaigns around major NFL events, including the Super Bowl and NFL Draft.
Justin Hergianto, VP of Marketing at PENN Interactive, explained:
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.
theScore Bet becomes the NFL’s fourth official betting partner in Canada, joining BetMGM, DraftKings, and FanDuel.
The agreement follows PENN’s expansion into Alberta, where theScore Bet, theScore Casino, and Hollywood Casino launched on July 13, 2026.
The company also maintains partnerships with the Toronto Blue Jays, Golf Canada, and the Canadian Football League (CFL), strengthening its presence in Canadian sports and gaming.