PENN Entertainment and the National Hockey League (NHL) announced a partnership that designates PENN’s online sports betting brands, ESPN BET in the US and theScore Bet in Ontario, as Official Sports Betting Partners of the NHL.
As official league partners, ESPN BET and theScore Bet will have access to a host of entitlements, including IP rights, and media and marketing integrations across League programming and premium NHL experiences.
ESPN BET, which launched on November 14 in 17 states, is a newly-branded online sportsbook operated by PENN Entertainment that combines ESPN’s industry-leading brand and multiplatform reach with PENN Entertainment’s proprietary in-house technology and deep sportsbook operational expertise.
PENN’s entitlements will begin immediately and span the NHL regular season, Stanley Cup Playoffs, 2024 NHL Winter Classic, 2024 NHL Stadium Series, and 2024 NHL All-Star Weekend. The partnership between PENN and the NHL will also include collaboration for best-in-class game integrity procedures.
“There’s definite excitement in being one of the first leagues to partner with ESPN BET and PENN Entertainment. From day one we’ve said our media rights deal with ESPN and The Walt Disney Company has been a big win for our fans and our League, and this new collaboration is further testament to the value of our partnership. 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 US and theScore Bet in Ontario to engage our passionate fan base,” Jason Jazayeri, NHL Vice President of Business Development, said.
“The recent launch of ESPN BET in the US is extremely exciting and we’re thrilled to collaborate with the NHL to help market our new sports betting experience. Becoming an official partner allows us to more broadly engage hockey fans, develop compelling integrations and uniquely leverage NHL programming. This is also a key partnership for theScore Bet in Ontario, where the popularity of hockey is unmatched,” Aubrey Levy, SVP of Marketing and Content at Penn Interactive, said.
