theScore Bet signs multi-year NFL Canada partnership
PENN Entertainment has expanded its sports and gaming footprint in Canada through a new multi-year partnership between theScore Bet and NFL Canada, giving the operator access to National Football League intellectual property, marketing assets and fan-engagement opportunities.
The agreement positions theScore Bet as an official NFL Partner in Canada for both sportsbook and iGaming activities. The partnership covers PENN Entertainment's Canadian online gaming portfolio, including theScore Bet, theScore Casino and Hollywood Casino.
The development comes as Canada's regulated online gaming market continues to attract major sports-betting brands and as NFL betting remains an important part of the country's sports wagering ecosystem.
According to Canadian Gaming Business, the partnership gives theScore Bet rights to use NFL league and team trademarks in approved marketing and promotional campaigns. It also includes opportunities for shared media and promotional campaigns across NFL and theScore-owned digital channels.
theScore Bet NFL Canada Partnership Expands Official NFL Presence
The new agreement provides theScore Bet with an official NFL Partner designation covering both its sportsbook and iGaming operations.
Under the partnership, the operator will have access to NFL marketing, advertising, hospitality and fan-engagement assets. The agreement also provides opportunities connected with NFL Canada digital media, promotional inventory and fan-focused experiences.
The arrangement extends beyond traditional sports betting. Because the partnership encompasses PENN's Canadian online gaming portfolio, NFL-related campaigns can potentially connect the sportsbook with the company's broader iGaming offering.
This gives PENN an opportunity to integrate sports content, betting and casino experiences within the same Canadian-facing ecosystem.
Partnership covers Ontario and Alberta
TheScore Bet currently operates in Ontario and Alberta, two important regulated Canadian online gaming markets.
PENN's Canadian expansion gained another significant market when Alberta's regulated commercial iGaming market launched in July 2026. The launch brought multiple private online gaming operators into the province alongside the existing government-operated Play Alberta platform.
TheScore Bet's Alberta operations are governed by the province's applicable regulatory framework. Its Alberta-specific terms state that the operator provides its services on behalf of Alberta's iGaming Corporation and is registered with the Alberta Gaming, Liquor & Gaming Commission (AGLC).
In Ontario, theScore Bet's operations remain subject to the rules and standards imposed by the Alcohol and Gaming Commission of Ontario (AGCO).
The geographic footprint makes the NFL partnership particularly relevant during the football season, when the league's Canadian audience provides a major sports-content opportunity for licensed operators.
NFL rights extend beyond sportsbook marketing
The partnership is not limited to placing theScore Bet branding alongside NFL games.
According to the reported agreement, the operator can use approved NFL league and team intellectual property in marketing campaigns and gain access to NFL-related advertising, hospitality and promotional assets. The collaboration also includes media and promotional inventory exchanges between NFL and theScore-owned digital channels.
The arrangement is designed to connect the NFL's Canadian fan base with theScore's established sports-media audience.
Justin Hergianto, Vice President of Marketing at PENN Interactive, said theScore Bet's presence in Ontario and Alberta, combined with theScore's sports-media reach, gives the company an opportunity to connect sports content and betting with NFL experiences.
TheScore's broader media platform is an important part of PENN's strategy. PENN describes theScore as a major North American sports-media platform, while theScore Bet combines sports wagering with theScore media experience.
Game integrity and responsible gaming remain part of the deal
The partnership also incorporates the NFL's game-integrity policies and responsible gaming initiatives.
That is significant as sports leagues and betting operators continue to place greater emphasis on protecting sporting competitions while expanding regulated wagering opportunities.
TheScore Bet will be expected to operate within the NFL's integrity standards as it develops NFL-related content, events and marketing activities in Canada.
The NFL has increasingly linked its commercial sportsbook relationships with broader integrity and responsible-gaming requirements. Its wider sports-betting ecosystem also includes official data and monitoring arrangements designed to support betting-related fan experiences while protecting the integrity of games.
theScore Bet joins other NFL betting partners
The new agreement adds theScore Bet to the NFL's growing group of commercial betting relationships in Canada.
BetMGM, for example, announced a multi-year extension with the NFL earlier in 2026 that included official sportsbook-partner status in Canada. Unlike the new theScore Bet arrangement, the reported BetMGM agreement covers sports betting rather than its casino operation.
For theScore Bet, the NFL agreement adds another major professional football relationship after its Canadian partnership with the Canadian Football League.
The company has also maintained a significant relationship with the Toronto Blue Jays, giving PENN a broader portfolio of Canadian sports properties through which it can connect its gaming products with established local sports audiences.
What the NFL Canada partnership means for the market
The agreement illustrates how Canada's regulated betting market is increasingly becoming a competition for sports-media integration and official league relationships, rather than simply sportsbook availability.
For operators, partnerships with major leagues can provide access to official intellectual property, advertising inventory, hospitality opportunities and fan-engagement channels.
For theScore Bet, the NFL relationship is particularly aligned with its strategy of connecting sports media and wagering through theScore ecosystem.
PENN currently describes theScore Bet as a mobile sportsbook and casino integrated with theScore's sports-media platform. Its Canadian availability includes Ontario, while the company has also expanded the brand into Alberta's regulated market.
As Canada's regulated iGaming sector develops, partnerships such as this one could become increasingly important in determining how sportsbooks differentiate themselves beyond betting markets and pricing.
For theScore Bet, the NFL partnership provides another route to combine one of Canada's established sports-media brands with one of North America's most commercially valuable sports leagues.
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Sources
Canadian Gaming Business
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