theScore Bet Inks Multi-Year NFL Partnership in Canada

Jonathan Rodriguez

Written by: Jonathan Rodriguez

Published: Tue Oct 06, 2026, 8:00 am ET

Read Time: 4 minutes

theScore Bet Inks Multi-Year NFL Partnership in Canada

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theScore Bet is strengthening its position in Canada with a new multi-year partnership with the National Football League. The agreement gives the sportsbook additional opportunities to connect with NFL fans across the country.

The partnership covers theScore Bet's sportsbook and iCasino operations in Canada. It also gives PENN Interactive access to NFL league and team intellectual property for approved marketing campaigns.

For bettors, theScore Bet's online sportsbook is currently available in Ontario and Alberta. As a result, the deal could strengthen the brand's presence in two of Canada's regulated online betting markets.

Justin Hergianto, vice president of marketing at PENN Interactive, highlighted the appeal of the NFL's Canadian audience.

"The NFL has an incredibly passionate following in Canada, and this partnership gives us new ways to serve those fans throughout the football season," Hergianto said in a statement.

theScore Bet Gains NFL Marketing Rights

The agreement provides theScore Bet with several ways to build NFL-focused campaigns. These opportunities include league and team trademarks, NFL Kickoff branding and other league assets.

The partnership also covers major NFL events throughout the calendar. Those events include the NFL Draft and Super Bowl, which can provide significant exposure for the sportsbook.

Additionally, theScore Bet can use NFL marketing, advertising and hospitality assets under the agreement. The company can also tap into NFL Canada digital media opportunities.

That combination gives the operator more ways to connect its sports-media audience with regulated betting products.

The partnership also arrives as competition intensifies among Canada online sportsbooks. Major operators continue to use professional sports partnerships to build recognition and attract sports fans.

Ontario and Alberta Remain theScore Bet's Markets

TheScore Bet's online sportsbook currently operates in Ontario and Alberta. Therefore, bettors in those provinces can access the platform for eligible NFL betting markets.

The agreement could prove particularly useful as football interest grows during the regular season. It also gives theScore Bet a stronger promotional platform for key NFL moments.

The partnership adds another layer to the company's strategy in Ontario gambling. Ontario represents Canada's largest regulated online gaming market and hosts a competitive sportsbook sector.

Meanwhile, Alberta gambling continues to develop following the province's launch of its regulated commercial iGaming market. TheScore Bet expanded into Alberta alongside other PENN gaming brands.

The company can now use its established sports-media presence alongside NFL branding in both markets.

NFL Deal Builds on theScore's Canadian Strategy

TheScore Bet's NFL partnership also fits into PENN's broader Canadian strategy. The company has increasingly leaned on theScore's established identity among Canadian sports fans.

The operator previously expanded its Canadian sports presence through other major partnerships. Those relationships give theScore Bet additional opportunities to connect sports content with betting.

Now, the NFL agreement adds one of North America's most prominent sports brands to that strategy. It can also help theScore Bet create more fan-focused campaigns around the NFL season.

NFL Canada GM Gavin Kemp said the league sees theScore Bet as an established Canadian sports brand.

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

He added that the partnership reflects a shared focus on innovation and new ways for Canadians to engage with the NFL.

"We look forward to working together to create meaningful experiences for fans in Canada."

theScore Bet Looks to Strengthen Its Position

The new NFL agreement gives theScore Bet another tool as it competes in Canada's regulated betting market. It combines NFL branding with theScore's existing sports-media reach.

For bettors in Ontario and Alberta, the partnership could bring more NFL-focused promotions and fan experiences throughout the season.

Ultimately, PENN is using the agreement to deepen the connection between theScore Bet, Canadian sports fans and the NFL. That strategy could help the operator strengthen its presence as Canada's online betting market continues to evolve.

Jonathan Rodriguez
Jonathan Rodriguez

Jonathan is an avid basketball fan, and is often looking forward to the next upcoming NBA season when not checking players' stats during games. He also likes to keep his ears on the ground for the latest rumblings in the online casino industry.

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