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theScore Bet Signs Multiyear Canadian Marketing Partnership With NFL

The agreement gives PENN’s Canadian sportsbook and casino brands access to NFL marketing rights as the company competes in Ontario and Alberta.

Andrew Reid

Last Updated: October 6, 2026 2:56 PM EDT • 3 minute read

Pictured: Atlanta Falcons running back Brian Robinson celebrates as we look at theScore Bet's deal with the NFL in Canada. Photo by Matthew Hinton-Imagn Images

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PENN Entertainment’s theScore Bet has signed a multi-year partnership with the NFL in Canada, giving the company’s Canadian gaming portfolio access to league and team branding, advertising, and promotional opportunities.

Announced Oct. 2, the agreement names theScore Bet an official NFL partner in Canada for both sports betting and online casino gaming. It covers PENN’s Canadian portfolio, including theScore Bet, the standalone theScore Casino app, and Hollywood Casino.

“The NFL has an incredibly passionate following in Canada,” Justin Hergianto, PENN Interactive’s vice president of marketing, said in the announcement. The company said the partnership will create new ways to engage Canadian football fans throughout the season.

What the NFL agreement includes

The deal gives PENN access to NFL and team intellectual property and trademarks for approved marketing campaigns. It also includes advertising, hospitality and fan-engagement opportunities, as well as promotional campaigns across NFL and theScore digital channels.

The partnership can be activated around major NFL events, including the Super Bowl and NFL Draft. PENN also receives access to NFL Canada digital media, database marketing opportunities and league fan events.

Gavin Kemp, NFL Canada’s general manager, said the agreement is intended to create new ways for Canadians to engage with the league.

TheScore Bet is the NFL’s fourth official betting partner in Canada, joining BetMGM, DraftKings, and FanDuel.

The agreement adds to PENN’s recent focus on football in Canada. In July, theScore Bet became an official authorized gaming operator of the CFL, with the partnership including fan activations and sponsorship of the CFL’s new app and free-to-play fantasy game.

A growing Canadian footprint

The NFL partnership comes as PENN expands theScore Bet beyond its established Ontario market.

The legal Ontario sports betting and Ontario online casino markets launched in April 2022. theScore Bet was among the original market entrants, and iGaming Ontario’s current directory lists the platform for both sports betting and casino.

theScore Bet’s Canadian portfolio now also operates in the Alberta sports betting space, which launched its regulated competitive iGaming market July 13, 2026. PENN launched theScore Bet, theScore Casino, and Hollywood Casino in the province at launch, according to Canadian Gaming Business.

Alberta’s model differs from Ontario’s. The Alberta iGaming Corporation conducts and manages the market, while Alberta Gaming, Liquor and Cannabis is responsible for regulation and compliance.

The province’s framework includes responsible-gambling measures such as financial and time limits, gambling activity statements and self-exclusion. Operators are also required to follow restrictions intended to prevent advertising from targeting minors and vulnerable people.

Marketing rights do not override provincial rules

The NFL agreement gives PENN additional commercial opportunities, but it does not change the provincial rules governing gambling in Canada.

In Ontario, operators must be registered with the Alcohol and Gaming Commission of Ontario and have an operating agreement with iGaming Ontario. The province also restricts the use of athletes and other figures likely to appeal to minors in iGaming advertising. The AGCO introduced those restrictions in 2023, with additional guidance issued ahead of their 2024 implementation.

That means NFL branding can be used as part of an approved partnership without giving theScore Bet unrestricted access to player endorsements or other forms of advertising.

For PENN, the agreement provides something more straightforward: a major league platform for a gaming brand that is now operating in two of Canada’s regulated online gambling markets.

With the NFL partnership following its CFL agreement and Alberta launch, theScore Bet is positioning itself to make football a central part of its Canadian marketing strategy.

Written by:
Andrew Reid

Andrew Reid is a Publishing Editor at Sportsbook Review with over a decade of experience in sports media and betting analysis. Andrew focuses on NFL and Soccer player prop markets, specifically leveraging defensive efficiency matchups and high-danger scoring data to identify mispriced lines. In the UFC, he specializes in technical striking differentials and positional grappling control to find value in "Method of Victory" markets. He holds a degree in Kinesiology from Acadia University and a diploma from the College of Sports Media. Prior to joining SBR, Andrew served as a producer and on-air talent for the FNTSY Sports Network and as an editor for the USA Today Network.