theScore Bet Just Scored Big with the NFL in Canada

Dr. Annelies De Vos · 2026-10-05

PENN Entertainment's theScore Bet has just signed a multiyear partnership with the NFL in Canada. This deal gives 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. As part of the deal, theScore Bet will receive an official NFL Partner designation in Canada. ### What This Means for theScore Bet This partnership is a major win for theScore Bet. It allows them to use NFL branding in campaigns tied to major league events like NFL Kickoff, the playoffs, and the Super Bowl. That kind of exposure is huge for attracting new customers and keeping existing ones engaged. Plus, being an official partner lends credibility and trust—something that's crucial in the competitive world of online gambling. ### The Bigger Picture for PENN Entertainment PENN Entertainment, the parent company of theScore Bet, is clearly making a bold move to dominate the Canadian market. By aligning with the NFL, they're not just getting marketing rights; they're also signaling to competitors that they're serious about being a top player. This could pressure other operators to step up their game, potentially leading to better promotions and experiences for users. ### What's in It for the NFL? The NFL benefits too. Partnering with a major gaming operator like theScore Bet extends the league's reach into the digital gambling space, which is becoming increasingly important for fan engagement. It's a win-win: the NFL gets more visibility and revenue, while theScore Bet gets the prestige and marketing power of the NFL brand. ### What This Means for You If you're in Ontario or Alberta and enjoy online sports betting or casino games, this partnership could mean more exciting promotions and NFL-themed events on theScore Bet platform. Keep an eye out for special offers during the NFL season. And if you're in the US, where theScore Bet operates in several states, you might see similar promotions pop up, though this specific deal is for Canada. ### A Quick Look at the Numbers While the exact financial terms of the deal weren't disclosed, multiyear partnerships like this typically involve millions of dollars. For context, similar deals in the US have been worth upwards of $100 million. So, it's safe to say this is a significant investment for PENN Entertainment. ### Final Thoughts This partnership between theScore Bet and the NFL is a game-changer for the Canadian online gambling market. It's a clear sign that the industry is maturing and that operators are willing to spend big to stand out. For players, it means more choices and better experiences. For the NFL, it's another way to connect with fans. And for PENN Entertainment, it's a strategic move that could pay off big time. So, next time you're placing a bet on theScore Bet during an NFL game, remember—you're part of a much bigger play.