Benjie Levy, president and chief executive of theScore, revealed that Penn National Gaming, the parent company that acquired theScore last year, has devised a focused strategy for its brands. While the Barstool brand will take center stage in the US, theScore will remain the dominant brand in Canada due to its strong brand equity in the country.
TheScore, based in Canada, was among the first to obtain a license in the province and officially launched on April 4. Levy explained that since Penn’s acquisition, the company’s plan has been to prioritize Barstool Sportsbook in the US and theScore Bet in Canada. He also hinted at theScore’s efforts to develop its own sportsbook technology, which will power the Barstool brand. In addition, theScore’s media brand will continue to operate in the US to provide support for Barstool.
“With the successful launch of theScore Bet in Ontario and our upcoming project to introduce our proprietary risk and trading service, the time is right to concentrate our US efforts on marketing Barstool Sportsbook and our Canadian efforts on marketing theScore Bet,” stated Levy. “This move allows us to maximize the value of both brands through our integrated media and gaming approach.”
A key component of the strategy is the integration of theScore media app with Barstool Sportsbook in the US, which is currently in progress. By combining the powerful sports media platform of theScore with Barstool Sportsbook, supported by their in-house technology, they aim to strengthen the overall product offering in the US and expand its audience reach.
