PENN Entertainment has secured a multi-year deal to serve as the official casino and sportsbook partner of the Chicago Bears.
The agreement designates PENN’s Chicagoland retail properties, Hollywood Casino Aurora and the Hollywood Casino Joliet, as official casino partners, while ESPN Bet will be an official sports betting partner of the Bears.
PENN will receive a host of entitlements through the partnership, including IP rights, expansive in-stadium signage, and an in-game Hollywood Casino feature.
The brands will also benefit from digital media and marketing integrations, and opportunities to provide customers with exclusive team-related experiences.
“We’re thrilled to announce this partnership in connection with the opening of our new state-of-the-art Joliet property and on the precipice of football season,” said Todd George, executive vice president of operations at PENN Entertainment. “Teaming up with one of the premier franchises in the NFL creates exciting new omnichannel marketing opportunities for our ESPN Bet and Hollywood Casino brands.
“Through the partnership, we look forward to engaging a large and passionate audience at Soldier Field as well as across our online products and at the new property in the Chicagoland area.”
ESPN BET is currently live in 20 US jurisdictions, including Illinois, and recently launched FanCenter, a personalized in-app hub that allows customers to easily find wagering markets based on their favorite teams, players, and ESPN fantasy football rosters.
The new land based Hollywood Casino Joliet celebrated its grand opening earlier this month, replacing the former riverboat location. The new casino is part of Rock Run Collection, a regional commercial and residential development, and features approximately 1,000 slots and 43 live table games, as well as an ESPN BET sportsbook.
Construction is currently underway on the new Hollywood Casino Aurora, which is slated to open in the first half of 2026.
Shares in PENN Entertainment Inc (NASDAQ:PENN) closed 1.77 per cent higher at $19.00 per share in New York Thursday.