WYOMISSING, PA — In a significant move for the sports betting industry, PENN Entertainment, Inc. and the National Hockey League (NHL) recently announced a strategic partnership. This alliance designates PENN’s online sports betting brands, ESPN BET in the U.S. and theScore Bet in Ontario, Canada, as Official Sports Betting Partners of the NHL.
This partnership provides ESPN BET and theScore Bet with a range of entitlements, including intellectual property rights and media and marketing integrations across NHL programming. The collaboration also offers premium NHL experiences to fans.
Launched on November 14 in 17 states, ESPN BET is a newly-branded online sportsbook operated by PENN Entertainment. It merges ESPN’s industry-leading brand and expansive reach with PENN Entertainment’s proprietary in-house technology and comprehensive sportsbook operational expertise.
The entitlements for PENN will commence immediately, covering the NHL regular season, Stanley Cup® Playoffs, 2024 NHL Winter Classic®, 2024 NHL Stadium Series™, and the 2024 NHL® All-Star Weekend. The partnership will also include collaboration for best-in-class game integrity procedures.
Jason Jazayeri, NHL Vice President, Business Development, expressed his excitement about the partnership. He highlighted the value this collaboration brings to their fans and the league, stating that the NHL is “younger, faster and more exciting than ever” and that it offers tremendous opportunity for fan engagement and responsible gaming experiences.
Aubrey Levy, Senior Vice President, Marketing and Content, Penn Interactive, echoed this sentiment. She emphasized that becoming an official partner enables them to engage hockey fans more broadly, develop compelling integrations, and leverage NHL programming uniquely.
This partnership represents a crucial step in PENN’s expansion strategy, providing a significant boost to its visibility and credibility in the competitive sports betting market.
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