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Penn Entertainment is planting deeper roots in Illinois by striking a wide-ranging deal with the Chicago Bears. The agreement ties the company’s two Chicagoland casinos and its ESPN BET Sportsbook directly to one of the NFL’s oldest and most recognizable franchises.
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The Bears may be coming off a tough 5-12 season, but football always carries new energy in Chicago. Their regular season opener is set for September 8, when they face divisional rivals Minnesota Vikings at Soldier Field in prime time.
Penn sees the partnership as more than just signage and branding. Fans will soon notice in-game Hollywood Casino features, special promotions tied to the team, and customer experiences built around the NFL season. Todd George, Penn’s executive vice president of operations, said:
“We’re thrilled to announce this partnership in connection with the opening of our new state-of-the-art Joliet property and on the precipice of football season. Teaming up with one of the premier franchises in the NFL creates exciting new omnichannel marketing opportunities for our ESPN BET and Hollywood Casino brands. Through the partnership, we look forward to engaging a large and passionate audience at Soldier Field as well as across our online products and at the new property in the Chicagoland area.”
Hollywood Casino Aurora and Hollywood Casino Joliet give Penn physical visibility in Illinois, but ESPN BET is the piece that connects the live fan experience to online betting. Linking the sportsbook with a team that commands decades of loyalty helps Penn position itself for the competitive Chicago market.
For the Bears, the partnership adds another revenue stream while also offering fans new ways to engage with the team. With Illinois standing as one of the largest sports betting markets in the U.S., both sides see upside in making the connection official.