Under the arrangement, ESPN Bet becomes an NHL partner in the US.
Penn also agreed for theScore Bet to partner with the NHL in Ontario, Canada.
The agreement covers the NHL regular season, Stanley Cup Playoffs, 2024 NHL Winter Classic, 2024 NHL Stadium Series, and 2024 NHL All-Star Weekend.
ESPN Bet and theScore Bet will have access to IP rights and media and marketing integrations across the NHL’s programming and premium NHL experiences.
The partnership also includes collaboration for game integrity procedures.
ESPN Bet is a newcomer in the US market and is a product of Penn’s partnership with Disney-owned ESPN.
It went live across 17 states on 14 November, rebranding the existing sports betting app, Barstool Sportsbook.
Penn sold Barstool Sports back to its founder Dave Portnoy for $1 in August.
The NHL is excited to be one of the first leagues to partner with ESPN Bet and Penn.
The collaboration further emphasizes the value of the NHL’s media rights deal with ESPN and The Walt Disney Company.
The NHL aims to engage its passionate fan base through the partnership and deliver responsible gaming experiences.
Penn Interactive is thrilled to collaborate with the NHL and market their new sports betting experience.
Becoming an official partner allows Penn Interactive to engage hockey fans more broadly and leverage NHL programming.
The partnership is also significant for theScore Bet in Ontario, where hockey’s popularity is unmatched.
The partnership adds further support to the ESPN Bet launch, targeting an estimated audience of 200 million.
The ESPN Bet launch included an advertising campaign featuring SportsCenter anchors Scott van Pelt and Elle Duncan.
ESPN is the largest sports media brand in the US, with over 105 million monthly unique digital visitors.
ESPN also has a strong social media presence with 370 million fans and a streaming service with 25 million subscribers.
Penn and ESPN have developed content guidelines for ESPN Bet’s marketing across social media.
ESPN Bet’s exclusive sportsbook partnership effectively ends ESPN’s existing partnerships with DraftKings and Caesars.
