The sportsbook retains NFL marketing rights in Ontario and Alberta while recommitting to integrity and responsible gambling
Settlement replaces AGCO’s proposed five-day suspension and requires an independent audit.
The operator said its “Mullet Over” campaign contributed to 27% annual growth in accounts setting limits, while critics questioned the evidence of harm reduction.
The supplier plans to offer its around-the-clock ESportsBattle tournaments, data, odds and streaming to licensed provincial sportsbooks.
PENN’s sportsbook and casino brands can use NFL trademarks in Ontario and Alberta under the new agreement.
The operator completed provincial onboarding as Alberta’s private iGaming market continues to add brands.
The sportsbook will put its logo on player jerseys, stage TD Place activations and launch pregame street parties for Ottawa fans.
The deal extends the bookmaker’s role in fantasy, betting odds and the league’s new mobile app.
The province says more than 55 platforms have been approved, but operators still need regulatory clearance before taking bets.
The turnkey supplier will back retail and online betting as Alberta opens its regulated market on 13 July.