PENN Entertainment has announced a significant new partnership deal with the National Hockey League (NHL), which will see its ESPN BET brand in the United States and theScore Bet brand in Ontario becoming official sports betting partners of the league.
As part of this partnership, ESPN BET and theScore Bet will receive access to NHL IP rights and will benefit from numerous media and marketing integrations across league programming. This move is expected to position the two brands as powerhouses in their respective markets, with promotional opportunities throughout the NHL.
The entitlements for PENN’s brands will commence immediately and extend across various NHL events, including the regular season, Stanley Cup Playoffs, 2024 NHL Winter Classic, 2024 NHL Stadium Series, and 2024 NHL All-Star Weekend.
The collaboration will also involve certain integrity-related initiatives, further solidifying the relationship between PENN Entertainment and the NHL.
ESPN BET recently made a strong entry into the market, establishing itself as a leading brand across 17 states. The brand’s combination of ESPN’s brand reach and PENN Entertainment’s gambling experience aims to provide an exceptional sports betting experience for users.
Commenting on the partnership deal, Jason Jazayeri, the NHL’s vice president of business development, expressed his excitement, stating that the new collaboration cements the league as one of ESPN BET’s first partners. He emphasized the value of the partnership for fans and the league, highlighting the NHL’s positioning as younger, faster, and more exciting than ever.
Aubrey Levy, Penn Interactive’s senior vice president of marketing and content, also expressed enthusiasm about the partnership. He highlighted the significance of the partnership for engaging hockey fans, developing integrations, and leveraging NHL programming. Levy also noted the importance of the partnership for theScore Bet in Ontario, where hockey enjoys unmatched popularity.
In addition to the partnership announcement, PENN Entertainment recently held a groundbreaking ceremony for the construction of its new hotel in Columbus, marking another significant development for the company.