Penn Entertainment’s ESPN Bet and theScore Bet will become the official sports betting partners of the National Hockey League through a new collaboration.
In the US, ESPN Bet will get access to IP rights and media and marketing integrations across league programming and premium NHL experiences in the US.
The deal will expand into the Canadian province of Ontario for theScore Bet.
The entitlements in the deal for Penn will begin immediately and will cover the NHL regular season, the Stanley Cup play-offs and the 2024 NHL Winter Classic.
The 2024 NHL Stadium Series and the 2024 NHL All-Star Weekend will also be covered in the agreement.
Aubrey Levy, senior vice president, marketing and content at Penn Interactive, said becoming an official NHL partner allows the operator to “more broadly engage hockey fans, develop compelling integrations and uniquely leverage NHL programming.”
The NHL’s vice president of business development Jason Jazayeri added: “The NHL is younger, faster and more exciting than ever, and delivers tremendous opportunity for fan engagement and responsible gaming experiences. We’re looking forward to working with ESPN BET in the U.S. and theScore Bet in Ontario to engage our passionate fan base.”
