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PENN Entertainment has added the NFL to the growing Canadian sports network around theScore Bet, signing a multi year agreement that covers both sports betting and online casino gaming.
The NFL deal reaches across theScore Bet, theScore Casino and Hollywood Casino in Canada. All three PENN brands now operate in Ontario and Alberta.
Good to Know
PENN can now build promotions around major NFL events including the Super Bowl, NFL Draft, NFL Kickoff and the postseason. The agreement also gives its Canadian gaming brands access to league advertising, hospitality, digital media and fan engagement assets.
Media exchanges across NFL and theScore digital channels form another part of the agreement. PENN can also use NFL Canada database marketing opportunities and take part in selected fan events.
That structure fits particularly well with theScore because PENN already combines theScore media app with theScore Bet. The media platform gives scores, statistics, news and alerts to millions of Canadian sports users, creating a direct connection between sports content and betting.
Justin Hergianto, Vice President of Marketing at PENN Interactive, said:
“The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans throughout the football season.”
He added:
“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.”
NFL Canada General Manager Gavin Kemp said:
“theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans.”
The NFL agreement adds to several Canadian sports deals already attached to theScore Bet. PENN has a long term partnership with the Toronto Blue Jays, while theScore Bet also works with Golf Canada.
Earlier in 2026, PENN added the Canadian Football League. That agreement covers sports betting and online casino gaming in Ontario and Alberta and includes integration between CFL digital products, theScore media and theScore Bet.
The CFL app also carries theScore Bet as presenting sponsor, giving PENN exposure across both major football leagues followed by Canadian bettors.
The NFL announcement arrives during a busy period for theScore Bet in Canada.
PENN launched theScore Bet, theScore Casino and Hollywood Casino in Alberta when the regulated market opened on July 13, 2026. PENN executives later said early Alberta betting volumes were encouraging and that the company wants the province to develop into one of its leading interactive gaming markets.
Ontario remains especially important. PENN CEO Jay Snowden said during the August earnings call that Ontario was the largest online sports betting market for the company by a wide margin.
However, theScore Bet also received a major regulatory penalty there this week.
On October 6, the Alcohol and Gaming Commission of Ontario issued Score Media and Gaming Inc. a $200,000 monetary penalty over two cash out offers connected to a $1,000 parlay. The customer attempted to accept offers of roughly $380,000 and later just under $100,000, but neither transaction completed. The bet eventually lost.
AGCO found that the offers were not obtainable as presented and imposed the maximum monetary penalty available under the applicable rules.
The regulatory action remains separate from the NFL agreement, but it adds important context as PENN puts more marketing weight behind theScore Bet across Canada.
The new NFL rights apply across the full Canadian PENN online gaming portfolio rather than only the sportsbook. BetMGM also holds official NFL sportsbook partner status in Canada, although its agreement does not extend to BetMGM Casino.
theScore Bet has become an official NFL partner in Canada for sports betting and iCasino under a multi year PENN Entertainment agreement.
The Canadian agreement covers theScore Bet, theScore Casino and Hollywood Casino.
theScore Bet currently operates in Ontario and Alberta.
AGCO issued a $200,000 penalty after finding that two cash out offers displayed to a customer could not be redeemed as presented.
Yes. Its Canadian sports relationships include the Toronto Blue Jays, Golf Canada and the Canadian Football League.