theScore Bet Lands Multi-Year NFL Partnership in Canada

By jili tutorial · October 5, 2026

theScore Bet and NFL Canada: A Landmark Sports Betting Partnership

PENN Entertainment’s theScore Bet has announced a new multi-year partnership with the National Football League (NFL), positioning the Canadian-facing sportsbook and iGaming brand as a major NFL fan destination in Canada. The deal gives theScore Bet access to official NFL trademarks and league intellectual property, including marks associated with the Super Bowl, NFL Kickoff, and all 32 NFL teams.

For PENN Entertainment, this is more than a sponsorship. It is a strategic move to connect its sports media, online betting, and casino products with one of the most passionate football audiences in North America.

What the NFL Deal Actually Includes

The partnership goes far beyond branding. It enables PENN Entertainment’s Canadian online gaming portfolio — theScore Bet, theScore Casino, and Hollywood Casino — to build integrated marketing campaigns and fan experiences around the NFL’s biggest calendar moments.

These include:

NFL Kickoff – The opening weekend of the regular season, treated as a celebration of football’s return.
The NFL Draft – A major fan event that has become one of the league’s most-watched and most interactive weekends.
The NFL Playoffs – The high-stakes run to the Super Bowl.
The Super Bowl – North America’s biggest single-day sporting event, and a major moment for sports betting engagement.

The company says this agreement allows it to engage with fans year-round, not only during the regular season. That means NFL-themed campaigns can run during the offseason, draft season, training camp, and beyond.

Access to NFL Intellectual Property

Under the agreement, theScore Bet will gain access to NFL trademarks and intellectual property. That includes official references to:

The NFL itself
The Super Bowl
NFL Kickoff
Team names and logos

This kind of licensing is a major advantage for a sportsbook. It allows marketing materials, promotions, and app experiences to carry official NFL branding, which strengthens trust and visibility with fans.

Why the NFL Partnership Matters in Canada

The NFL has an enormous and dedicated fan base in Canada. Canadian audiences regularly watch NFL games, support U.S.-based teams, and participate in one of the oldest fantasy football traditions outside the United States.

Justin Hergianto, vice president of marketing at PENN Interactive, stressed the importance of that connection:

“The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans throughout the football season.”

That local connection is key. theScore is originally a Canadian-born brand, and it already serves as a daily destination for millions of Canadian sports fans. By merging sports media content with betting and casino experiences, PENN is aiming to become the natural home for Canadian NFL fans who also enjoy gaming.

Ontario and Alberta: The Core Canadian Markets

TheScore Bet, theScore Casino, and Hollywood Casino are all licensed and operating in both Ontario and Alberta. These two provinces represent the company’s most important Canadian regulated markets.

Ontario has one of the most mature and competitive online gaming markets in Canada, with a regulated iGaming framework that allows licensed operators to offer sportsbooks, casino games, and live betting. Alberta is also becoming an increasingly important hub for regulated gaming in Western Canada.

For PENN, the combination of a popular sports media app and licensed betting platforms means it can reach fans through both content and gaming. Hergianto explained the advantage:

“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.”

What the NFL Gets Out of the Deal

The NFL is not simply selling branding rights. It is choosing a partner that can help expand its presence in Canada.

Gavin Kemp, general manager of NFL Canada, welcomed the partnership:

“theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans. This partnership reflects our shared commitment to innovation and delivering exciting new ways for Canadians to engage with the NFL.”

The NFL wants its Canadian fans to feel closer to the game. By working with a regulated sportsbook and casino operator, the league can reach fans through digital media, promotions, and in-person experiences — all while keeping the partnership grounded in a well-known local brand.

Broader Marketing and Fan Engagement Opportunities

The partnership includes several important marketing and promotional elements:

Official NFL partner designation in Canada for sportsbook and iCasino categories
Access to NFL marketing, advertising, hospitality, and fan engagement assets
Media and promotional inventory exchanges between NFL platforms and theScore-owned digital channels
Access to NFL Canada’s digital media and database marketing opportunities
Use of NFL promotional assets and fan-focused experiences

This means fans could see NFL-branded promotions inside theScore Bet, special themed casino offers at theScore Casino, and cross-platform campaigns that connect live NFL broadcasts with digital content and betting odds.

For example, during Super Bowl week, bettors might see special odds boosts, NFL-themed casino tournaments, or interactive fan experiences tied to the big game. The same approach could apply to the NFL Draft, where theScore’s media platform could combine draft coverage with betting content and contests.

What This Means for Canadian Bettors

For Canadian sports fans, this partnership could make it easier to find official NFL-themed betting content within a regulated, licensed app.

Instead of searching for odds or promotions across multiple sites, fans who already use theScore for news and scores will have direct access to NFL-branded experiences across sports betting and casino products. That creates a more connected fan journey — from checking the latest injury report to placing a bet or playing an NFL-themed casino game.

At the same time, these activities remain within Canada’s regulated gaming systems. Betting with licensed operators like theScore Bet ensures that consumer protections, responsible gaming tools, and legal oversight are part of the experience.

A Long-Term Play for Year-Round Engagement

The multi-year nature of the deal signals that PENN Entertainment is playing the long game. The NFL is a global powerhouse with a massive Canadian following. TheScore Bet, with its roots in Canadian sports media, is a natural bridge between league content and fan engagement.

By securing official access to NFL trademarks and building campaigns around major league events, PENN is positioning itself to hold a lasting place in the daily lives of Canadian football fans. From NFL Kickoff in September to the Super Bowl in February — and through the draft and offseason — the company now has the tools to keep fans engaged all year long.