theScore Bet Becomes an Official NFL Partner in Canada

PENN Entertainment has signed a multi-year agreement with the National Football League that makes theScore Bet an official NFL partner in Canada for both sports betting and online casino, the companies announced on 2 October 2026. The deal covers PENN’s Canadian online gambling brands — theScore Bet, the standalone theScore Casino app and Hollywood Casino — all of which are available in Ontario’s regulated market and in Alberta, the only two provinces that allow private operators to offer online gambling. The companies described the agreement only as multi-year and did not publish its length or financial terms.

What the deal includes

The partnership gives theScore Bet the right to use NFL league and team trademarks in approved marketing, including campaigns tied to NFL Kickoff, the NFL Draft and the Super Bowl. It also provides access to NFL marketing, advertising and hospitality assets, shared promotional campaigns across NFL and theScore-owned digital channels, and NFL Canada digital media, database marketing and fan events, according to trade coverage of the announcement.

“theScore Bet is one of the most recognizable and trusted brands in Canada,” said Gavin Kemp, general manager of NFL Canada. Justin Hergianto, vice-president of marketing at PENN Interactive, said “the NFL has an incredibly passionate following in Canada.”

Canadian Gaming Business reported that theScore Bet becomes the NFL’s fourth official betting partner in Canada, alongside BetMGM, DraftKings and FanDuel. BetMGM’s Canadian agreement covers its sportsbook only; theScore Bet’s extends official partner status to its online casino products as well.

Part of a wider sports marketing push

The NFL agreement adds to theScore Bet’s existing Canadian sponsorships, which include a 10-year exclusive partnership with the Toronto Blue Jays signed in 2022, an exclusive gaming partnership with Golf Canada and a 2026 agreement making it an official sports betting and online casino partner of the Canadian Football League in Ontario and Alberta. PENN launched its theScore-branded platforms and Hollywood Casino in Alberta on 13 July 2026, the first day of that province’s regulated market. The announcement came four days before the Alcohol and Gaming Commission of Ontario fined Score Media and Gaming Inc., theScore Bet’s operator, $200,000 over two cash-out offers on a single parlay that were displayed to a bettor but not honoured.

What Ontario players will and won’t see

League branding does not change the rules that govern gambling marketing in Ontario. Under Standard 2.03 of the AGCO’s Registrar’s Standards for Internet Gaming, operators may not use active or retired athletes who have an arrangement with them in advertising, except for “the exclusive purpose of advocating for responsible gambling practices.” Marketing also may not use themes, symbols, role models or celebrities likely to appeal to minors, or run in media where most of the audience is expected to be minors. NFL-branded campaigns in Ontario will be judged against those tests.

Standard 2.05 separately prohibits public advertising of bonuses, credits and other inducements. Operators can describe them only on their own sites or in direct marketing to players who have actively opted in, so a league-themed campaign on television or social media in Ontario should not carry offer details.

A league logo is also not a sign that a gambling site is regulated. Unregulated offshore sites can borrow sports imagery too, and they are not covered by Ontario’s player protections, including BetGuard self-exclusion and the AGCO complaints process. Check any brand against iGaming Ontario’s list of regulated sites or the Ontario casino checker before signing up.