theScore Bet Lands NFL Canada Rights for Sportsbook and Casino
According to Canadian Gaming Business, the deal includes league and team intellectual property, approved use of NFL trademarks and access to NFL Canada marketing assets. PENN can build campaigns around some of the league’s biggest moments, including the Super Bowl and NFL Draft, while also using digital media and database-marketing opportunities.
Three PENN Brands Get NFL Rights
The agreement goes beyond logo placement. It gives PENN access to shared media campaigns, fan activations and hospitality assets across NFL and theScore-owned channels.
An NFL spokesperson told the publication that theScore Bet is now the league’s fourth official betting partner in Canada, alongside BetMGM, DraftKings and FanDuel. There is one notable difference: BetMGM’s Canadian NFL agreement covers sportsbook only, while PENN’s new rights also extend to online casino.
That gives theScore Bet a second football partnership covering both betting and casino. Its CFL agreement already made the brand an official sportsbook and online casino partner in Ontario and Alberta. Covers reported the CFL deal on July 21.
PENN Adds NFL to Its Canadian Football Push
The NFL deal caps a concentrated run of football partnerships following PENN’s Alberta launch. In the 82 days after the market opened, theScore Bet announced its CFL betting and casino partnership, gained presenting status in the league’s new app and added NFL rights.
The sequence shows how PENN is using football to support theScore’s expansion after Alberta opened. Rather than relying on a single league sponsorship, it now has brand touchpoints across the CFL, the league’s app and the NFL.
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