Penn Entertainment has struck a deal with the Chicago Bears that will see ESPN Bet become the NFL franchise’s official sports betting partner.
The agreement also means that the company’s Hollywood Casino Aurora and Hollywood Casino Joliet are becoming official casino partners. The latter only opened for business on August 11 after 20 months of construction, costing about $185m. Some Chicago Bears executives attended the ribbon-cutting ceremony. The property in Aurora is still under construction and is expected to open in the first six months of 2026.
Penn can use the team’s IP going forward
Thanks to the multi-year arrangement, Penn can use the team’s IP going forward, access in-stadium advertising positions, launch digital integrations, offer fan experiences, and have an in-game feature for Hollywood Casino.
Penn Entertainment Executive Vice President of Operations Todd George welcomed the partnership ahead of the start of the NFL season on September 4. Pro football is always a key driver of activity at sportsbooks. George mentioned that the Penn team is looking forward “to engaging a large and passionate audience at Soldier Field.”
