Canadian Gaming

theScore Bet Lands Multi-Year NFL Partnership in Canada

Posted on: October 4, 2026, 06:01h.

Last updated on: October 4, 2026, 06:06h.

Written by

Mark Keast Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.

Key Points

theScore Bet signed a multi-year NFL partnership covering marketing and promotional opportunities across Canada
PENN's Canadian iGaming platforms gains access to NFL trademarks, team marks and assets for Canadian marketing campaigns
The partnership connects PENN’s betting and casino brands with major events on the NFL calendar

PENN Entertainment’s theScore Bet announced a new multi-year partnership with the National Football League (NFL), which the company said will give it more tools to engage with football fans in Canada.

NFL, prediction markets, CFTC, sports betting, event contracts — theScore Bet announces a new multi-year partnership with the NFL, giving the iGaming operator access to NFL trademarks and intellectual property. (Image: NFL/Getty)

Under the agreement, theScore Bet will gain access to NFL trademarks and league intellectual property, including NFL, Super Bowl, NFL Kickoff, and team marks.

Major NFL Events Targeted

The deal will enable PENN’s Canadian online gaming portfolio, including theScore Bet, theScore Casino, and Hollywood Casino, to build integrated marketing campaigns and fan experiences around the most important moments on the NFL calendar, including NFL Kickoff, the NFL Draft, the playoffs, and the Super Bowl.

In a statement, the company said it will be able to engage fans year-round, not just during NFL season.

“The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans throughout the football season,” said Justin Hergianto, vice president of marketing at PENN Interactive.

Ontario, Alberta Footprint Grows

Hollywood Casino, theScore Bet, and theScore Casino are licensed and operating in both Ontario and Alberta.

“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,” said Hergianto.

Partnership Expands Marketing Access

Partnership highlights also include: Official NFL partner designation in Canada for sportsbook and iCasino; access to NFL marketing, advertising, hospitality, and fan engagement 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.

NFL Canada Welcomes Deal

“theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans,” said Gavin Kemp, general manager, NFL Canada.

“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.”

Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.