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NHL partners with ESPN online betting brands

NHL partners with ESPN online betting brands

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PENN Entertainment and the National Hockey League (NHL) have 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 14th in 17 states, is a branded online sportsbook operated by PENN Entertainment, combining ESPN’s industry-leading brand and multiplatform reach with PENN Entertainment’s proprietary in-house technology and sportsbook operational expertise.

PENN’s entitlements 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,” says Jason Jazayeri, NHL VP Business Development.

“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.”

Aubrey Levy, SVP Marketing & Content, Penn Interactive, adds: “The launch of ESPN BET in the US is extremely exciting and we are thrilled to collaborate with the NHL to help market our new sports betting experience.

“Becoming an official partner allows us to engage hockey fans, develop compelling integrations and uniquely leverage NHL programming more broadly. This is also a key partnership for theScore.bet in Ontario, where the popularity of hockey is unmatched.”