30.11.2023

by Antoni Majewski

PENN Entertainment and NHL Announce Partnership for Online Sports Betting

PENN Entertainment, Inc. (Nasdaq: PENN) and the National Hockey League (NHL) have forged a partnership, designating PENN’s online sports betting brands – ESPN BET in the U.S. and theScore Bet in Ontario – as Official Sports Betting Partners of the NHL.

Through this partnership, ESPN BET and theScore Bet will gain access to various entitlements including intellectual property rights and integrations across League programming. These integrations are aimed at offering premium NHL experiences and enhancing fan engagement.

Launch and Operations of ESPN BET

ESPN BET, launched on November 14 in 17 states, represents a synergistic blend of ESPN’s renowned brand and multiplatform reach with PENN Entertainment’s advanced proprietary technology and sportsbook operational expertise.

Extensive Partnership Coverage

PENN’s entitlements under this partnership are effective immediately, encompassing the NHL regular season, Stanley Cup® Playoffs, the 2024 NHL Winter Classic®, 2024 NHL Stadium Series™, and the 2024 NHL® All-Star Weekend. Additionally, the partnership includes collaborative efforts to establish top-tier game integrity procedures.

Statements from NHL and PENN Executives

Jason Jazayeri, NHL Vice President of Business Development, expressed enthusiasm about being one of the first leagues to partner with ESPN BET and PENN Entertainment: “There’s definite excitement in being one of the first leagues to partner with ESPN BET and PENN Entertainment” – said Jazayeri.

Aubrey Levy, Senior Vice President of Marketing and Content at Penn Interactive, conveyed excitement about the ESPN BET launch in the U.S. and the collaboration with the NHL. He emphasized that this partnership would broaden hockey fan engagement, facilitate compelling integrations, and leverage NHL programming. Levy also noted the significance of this partnership for theScore Bet in Ontario, a region with a strong hockey fan base.

Our Comment on the Article

The strategic partnership between PENN Entertainment and the NHL marks a significant development in the sports betting landscape, illustrating the increasing synergy between sports leagues and betting platforms. By aligning with the NHL, PENN’s brands, ESPN BET in the U.S. and theScore Bet in Ontario, are poised to capitalize on the league’s robust fan base and engaging content.

This collaboration not only underscores the growing acceptance and integration of sports betting in mainstream sports culture but also highlights the potential for innovative fan engagement strategies. As the sports betting market continues to evolve, partnerships like these are crucial in shaping the future of fan experiences, demonstrating a forward-thinking approach to sports entertainment and responsible gaming.

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