theScore Bet Named NFL's Official Sportsbook and Casino Partner in Canada

^{PENN Entertainment's theScore Bet is now an official NFL partner in Canada, adding league IP and marketing rights to its Ontario and Alberta sportsbook and casino apps. (Image: Charles-McClintock Wilson/Alamy)}

PENN Entertainment has struck a new, multi-year deal with the NFL that puts official league branding behind theScore Bet's sportsbook and casino operations in Canada.

The arrangement is not limited to a single app.

It covers PENN's whole Canadian iGaming stable: theScore Bet, the separate theScore Casino product and the Hollywood Casino platform.

Per a company statement, the tie-up lets theScore Bet weave NFL moments, among them the Super Bowl and the NFL Draft, into its own marketing and in-app fan features.

The Rights theScore Bet Picks Up

theScore Bet now carries "Official NFL Partner" status in Canada across both its sportsbook and iCasino products. 

That status comes with permission to use NFL and team IP in approved ads, joint promotional pushes run across NFL and theScore channels, and entry to the league's marketing, hospitality and fan-experience inventory.

"theScore Bet is one of the most recognizable and trusted brands in Canada, with a proven track record of connecting with passionate sports fans," NFL Canada general manager Gavin Kemp said.

Kemp said the two sides are looking forward to building experiences Canadian fans will notice.

BetMGM Already Holds a Similar NFL Tie-Up

theScore Bet is not breaking new ground by landing an NFL partnership in Canada.

BetMGM locked in a multi-year extension with the league in February, picking up official sportsbook-partner status north of the border, though that arrangement stops short of covering its casino product.

BetMGM had already carried a lesser NFL designation in the U.S. as an approved sportsbook operator, a rung below official partner that still permits in-broadcast marketing.

It was also recently announced as the betting and casino partner of the Minnesota Vikings. 

Three operators hold the NFL's top U.S. gaming-partner tier this season: DraftKings, Fanatics Betting & Gaming and FanDuel.

DraftKings has also been chasing Canadian league tie-ins of its own, recently landing the official sponsor of NHL on Prime role north of the border.

The Deal's Real Target: Ontario and Alberta

PENN Interactive marketing vice president Justin Hergianto pointed to the size of the NFL's Canadian fan base as a reason the deal fits theScore's existing media reach.

Regulated play for theScore Bet and PENN's other brands is currently confined to Ontario and Alberta, the two provinces PENN says hold most of those fans.

PENN rolled out its theScore-branded apps there on day one of Alberta's market launch, July 13, bringing theScore Casino Alberta, and Hollywood Casino Alberta online the same day.

"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," Hergianto said.

One More Entry on a Growing Sponsorship List

The NFL agreement adds to a run of high-profile sports tie-ins theScore Bet has assembled.

It already holds a 10-year exclusive arrangement with the Toronto Blue Jays spanning broadcast visibility, Rogers Centre signage and branded casino games such as Blue Jays Blackjack.

It is also Golf Canada's exclusive gaming partner, a role that includes backing the RBC Canadian Open and the CPKC Women's Open.

Earlier in 2026, theScore Bet became an official betting and online casino partner of the Canadian Football League across Ontario and Alberta, and it presents the CFL's app and its CFL Fantasy game.

PENN Entertainment CEO Jay Snowden has pointed to Ontario as the company's single largest online sports betting market "by a good margin," a remark he made during an August earnings call.

He has also flagged Alberta as a candidate to grow into a top-three market for PENN Interactive, citing early signs in user sign-ups and betting volume.

The NFL deal gives theScore Bet one more marketing hook as it tries to extend that early momentum through the rest of the Alberta iGaming market and the broader Ontario online casino market.