NFL Makes theScore Bet Official Betting Partner in Canada

Legal Betting Archives |
Written By Jon Young | Published at October 5, 2026
theScore Bet Canada homepage
theScore Bet sportsbook and casino homepage

theScore Bet has been named an official sports betting and casino partner of the NFL in Canada. theScore Bet's owners, PENN Entertainment, signed a deal covering advertising rights and team intellectual property.

Plus, the deal isn't restricted to theScore Bet; it also covers theScore Casino and Hollywood Casino. All brands went live in Alberta in July, when the province launched regulated online betting.

As part of the deal, a press release revealed. theScore Bet sportsbook and casino will now display ‘Official NFL Partner’ on their homepages in Canada. The gambling sites are also permitted to use NFL logos and trademarks in promo campaigns.

‘Trusted Brand’ Connects with ‘Passionate’ Fans

NFL Canada boss Gavin Kemp praised the “trusted brand” of theScore Bet, with a “proven track record” of connecting with fans.

However, theScore Bet isn’t the only player in town when it comes to NFL partners. BetMGM has been an NFL partner in Canada for some years and extended its deal back in February.

PENN Interactive VP of Marketing Justin Herianto added that theScore Bet’s presence in Ontario and Alberta gave it a “unique position” to “connect sports media and betting with the NFL experience.”

theScore Bet in Canada: the Numbers

Not theScore’s First Rodeo in Canada

theScore isn’t new to sports branding in Canada. It has a partnership with the Toronto Blue Jays covering marketing at the Rogers Centre. It also provides exclusive Blue Jays-branded slots and table games at its online casino.

In July, meanwhile, theScore Bet became the official gaming operator of the Canadian Football League (CFL) in Ontario and Alberta.

Ontario has three CFL franchises, including the Hamilton Tiger-Cats and Toronto Argonauts. Alberta has two CFL franchises: the Calgary Stampeders and the Edmonton Elks.

Outside football, theScore Bet also has gaming deals with Golf Canada.

The sports tie-ups follow other major brands in Canada. Earlier this month, BetMGM announced a partnership with the Minnesota Vikings in Canada.

theScore Bet Builds on Alberta Presence

theScore Bet was one of the first entrants into Alberta's legal gaming market back in July. It’s too early to know the revenue streams for online gambling in the province. However, the Alberta authorities are aiming to at least match the success story seen in Ontario.

iGaming Ontario reported record revenues for June and July following a successful World Cup held partly on home soil.

Ontario sports betting hit the CA$1 billion mark for overall handle in the run-up to the World Cup. With a new NFL tie-up sealed, theScore Bet will be eyeing up a bigger share of that than ever.

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