PENN NATIONAL GAMING WILL PUT THEIR EFFORTS BEHIND THESCORE BET FOR THEIR CANADIAN LAUNCH

Penn National Gaming has recently finished its acquisition of theScore Bet. And now, during a recent Q3 earnings presentation, the company has identified it as their leading brand for Canada sports betting in Ontario.

Barstool Sports will be supporting the company with robust marketing efforts. theScore Bet Canada is looking to launch before the end of this year, 2021.

This decision puts to bed the question of whether Penn National Gaming would be entering the Canadian sports betting market with Barstool Sportsbook or theScore Bet.

Penn National Gaming finished its acquisition of Score Media and Gaming inc. at the end of October. Ever since, the company has been looking to lead the way in the province of Ontario with theScoreBet Canada.

After the legalization of single-game sports betting back in the summer of 2021 and its implementation across Canada, many companies are eying the market. Penn National Gaming hopes to make its mark in this new sports betting market, especially now that it has theScore Bet.

theScore Bet is already an established sports media company in the country, with great brand recognition across Canada. So, Penn National Gaming is hoping to utilize that brand recognition to their benefit with their Canadian launch in order to reach new sports bettors in the country.

Now that Penn National Gaming has committed to putting their efforts in Canada behind theScore Bet, they will be backing the company with a substantial marketing effort. The marketing support will come from sister brand Barstool Sports, which is also owned by Penn National Gaming.

The President and CEO for Penn National, Jay Snowden, believes that the wide and discerning audience that Barstool Sports already has will be very complimentary to the scores, stats, and news that is currently available on theScore Bet’s media app. He hopes to create a one-stop destination for sports fans in Canada.

Single-game sports betting is already legalized as well as live in Canada. However, theScore Bet Canada has yet to launch in the country. It is looking like theScore Bet will launch later this year in provinces such as Ontario, British Columbia, and Alberta.

However, making parlays through platforms such as PROLINE has been legal in six provinces in Canada for many years already. But, single-game bets were outlawed and unavailable at that time until this past summer, when single-game wagers launched. Bill C-218 passed, legalizing single-game wagers, back in June 2021 and single-game bets launched at the end of August 2021.

It looks like theScore Bet Canada should be launching in the country within a few weeks. Keep an ear to the ground for an actual official launch date.

Written by Allie Nelson, our US Sports Betting Industry Expert. You can learn more about our author's expertise here.