theScore Bet's NFL Deal: What It Means for Canadian Gamblers

Dr. Annelies De Vos · 2026-10-05

PENN Entertainment's theScore Bet just locked in a multiyear partnership with the NFL in Canada. This gives them access to league trademarks, intellectual property, and marketing rights across their Canadian gaming brands. The deal covers theScore Bet, theScore Casino, and Hollywood Casino, and applies to sportsbook and online casino operations in Ontario and Alberta. theScore Bet will also receive an official NFL Partner designation in Canada. So, what does this mean for you? If you're into sports betting or online casinos in Canada, this partnership could bring more promotions, better experiences, and a stronger connection to the NFL. Let's break it down. ### What Exactly Is the Deal? PENN Entertainment, the parent company of theScore Bet, has secured a multiyear agreement with the NFL. This isn't just a small sponsorship—it's a comprehensive partnership that allows PENN to use NFL branding in their campaigns. They can tie promotions to major league events like NFL Kickoff, the playoffs, and possibly the Super Bowl. The deal spans multiple brands: theScore Bet for sports betting, theScore Casino for online casino games, and Hollywood Casino for both retail and online operations. ### Where Does It Apply? Currently, the partnership covers Ontario and Alberta. Ontario has a regulated online gambling market, and Alberta is moving toward regulation. So, if you're in these provinces, you'll likely see more NFL-themed promotions and content from theScore Bet and its sister brands. ### Why This Matters for You More promotions: With NFL branding, theScore Bet can offer exclusive bonuses, free bets, and contests tied to NFL games. Imagine getting a free bet on your favorite team or entering a contest to win tickets to a game. Enhanced experience: The partnership might lead to better app features, like live streaming of NFL games or integrated stats. That means you can bet and watch in one place. Trust and legitimacy: An official NFL Partner designation adds a layer of credibility. It shows that theScore Bet is a trusted operator in the Canadian market. ### What About the US? This deal is specific to Canada, but it's worth noting that PENN Entertainment also operates in the US. In the US, they have partnerships with other leagues, like ESPN Bet. So, while this particular deal doesn't affect US customers, it's a sign of PENN's strategy to align with major sports leagues. ### The Bigger Picture This partnership is part of a growing trend: sports leagues and gambling operators teaming up. It's becoming more common as states and provinces legalize sports betting. For you, the consumer, it means more choices and better offers. But it also means you should stay informed about the regulations and responsible gambling practices. > "The NFL partnership is a game-changer for theScore Bet in Canada. It's not just about branding; it's about creating a seamless experience for fans who want to engage with the sport they love." – Industry analyst ### What to Expect Next Keep an eye out for NFL-themed promotions from theScore Bet, especially around major events. If you're in Ontario or Alberta, you might see special offers in your app. And as Alberta finalizes its regulations, expect even more activity there. In the end, this deal is a win for Canadian football fans who enjoy a little action on the side. It brings the excitement of the NFL closer to your betting experience. Just remember to play responsibly and only bet what you can afford. So, whether you're a seasoned bettor or just curious, theScore Bet's NFL partnership is something to watch. It could change how you engage with the NFL this season and beyond.