In a significant move, the National Hockey League (NHL) has inked a fresh partnership with Penn Entertainment’s ESPN Bet in the United States, amplifying its presence in the burgeoning sports betting arena. This development also witnesses theScore Bet, a Penn subsidiary, locking in a parallel agreement to join forces with the NHL in the hockey-enthusiast market of Ontario, Canada.
Penn Entertainment announced that this strategic deal takes effect immediately and spans across a variety of key NHL events including the regular season, the path to the coveted Stanley Cup Playoffs, and marquee attractions such as the 2024 NHL Winter Classic, 2024 NHL Stadium Series, as well as the 2024 NHL All-Star Weekend.
Under the terms of this alliance, both ESPN Bet and theScore Bet are set to gain a suite of influential privileges. Notably, the deal grants them access to intellectual property rights, media and marketing integrations that span across specialty programming, and the opportunity to offer premium NHL experiences. Additionally, the collaboration is poised to bolster game integrity procedures.
ESPN Bet, birthed from the partnership between Penn and Disney-owned ESPN, is among the newest players to enter the U.S. sports betting landscape. Kicking off across 17 states on November 14, it marked the evolution and rebranding of the existing sports betting app, Barstool Sportsbook. Remarkably, Penn disclosed that it resold Barstool Sports back to its founder, Dave Portnoy, for a nominal $1 in August.
Jason Jazayeri, NHL vice president of business development, didn’t hold back his enthusiasm. “There’s definite excitement in being one of the first leagues to partner with ESPN Bet and Penn,” Jazayeri remarked. “Our media rights deal with ESPN and The Walt Disney Company has proven to be a major success for our fans and League, and this new venture further reinforces the worth of that relationship.”
Jazayeri went on to highlight the vibrant and dynamic nature of today’s NHL, underlining the substantial opportunities it presents for fan engagement and fostering responsible gaming experiences. “We’re eager to collaborate with ESPN Bet and theScore Bet to deeply engage our passionate fan base,” he said.
Aubrey Levy, Penn Interactive’s senior vice president for marketing and content, echoed this sentiment. “The recent unveiling of ESPN Bet in the U.S. marks an exciting beginning,” stated Levy. He expressed his enthusiasm for the collaborative marketing opportunity this partnership with the NHL provides. He also emphasized the significance of the deal for theScore Bet in Ontario, where hockey reigns supreme in terms of popularity.
The sports betting sector is watching closely as the partnership injects momentum into the ESPN Bet brand, which has already made an impressive entry with integrations targeting an estimated 200 million avid sports fans at its launch. The rollout of ESPN Bet featured a robust advertising blitz, headlined by SportsCenter anchors Scott van Pelt and Elle Duncan.
ESPN stakes its claim as the dominant sports media entity in the U.S., tallying over 105 million monthly unique digital visitors. The brand also boasts a formidable social media following, with an audience of 370 million, in addition to its 25 million ESPN+ streaming service subscribers.
To ensure responsible promotion, Penn and ESPN have established a comprehensive set of content guidelines for ESPN Bet’s marketing, especially across social platforms. With this partnership, ESPN Bet has essentially become ESPN’s exclusive sportsbook, signaling the end of its prior affiliations with other major industry players like DraftKings and Caesars. These firms had previously been considered as prospective sportsbook allies for the media giant.
It’s clear the NHL season, already packed with action on the ice, is now set for an extra layer of excitement as sport, technology, and fan engagement converge in these strategic partnerships that promise to redefine the sports betting experience for hockey enthusiasts across the U.S. and Canada.
