The National Hockey League (NHL) and PENN Entertainment’s ESPN Bet and theScore Bet brands have joined forces to become official sports betting partners of the NHL.
As per the mutual understanding, both companies will have the marketing and promotional rights associated with the league. Added to that will be an array of intellectual property rights and close coordination throughout the league arrangement. The NHL and ESPN inked a seven-year broadcast agreement in March 2021, and as part of that deal, ESPN will air NHL games on both ESPN and ABC.
As the NHL approaches its quarter-point mark of the regular season, entitlements commence without delay. According to online Canadian sportsbook news, ABC and ESPN broadcast the NBA All-Star Weekend and the Stanley Cup quarterfinals, presenting opportunities for activation.
ESPN Bet debuted this month as part of a $1.5 billion deal between PENN Entertainment and ESPN. The online sportsbook acquired licenses in seventeen states from Barstool Sportsbook, PENN’s previous sports betting product. By leveraging the prominence of the Canadian sports media brand theScore, theScore Bet debuted in Ontario in March 2022.
The NHL’s media rights agreement with ESPN and The Walt Disney Company has been a major positive from the start, and it has been well received by both the League and sports fans, as stated by Jason Jazayeri, the NHL’s Vice President of Business Development. Their association as one of the first leagues to join forces with ESPN Bet and PENN Entertainment is a tremendous distinction.
Senior Vice President of Marketing and Content at PENN Interactive, Aubrey Levy, describes the launch of ESPN Bet as an exhilarating experience for both the organization and the American fan base. He believes that the NHL will significantly contribute to the advancement of the organization.
