theScore

What theScore does

theScore, legally Score Media and Gaming Inc., is a Toronto-based mobile-first sports media and betting company founded in 1994 and operating as a wholly-owned subsidiary of PENN Entertainment since its approximately $2 billion acquisition in 2021. The company delivers real-time scores, news, schedules, and personalized alerts across 25+ sports leagues including NFL, NBA, NHL, MLB, MLS, CFL, and major European soccer competitions through its flagship theScore mobile application. Since 2012, when founder John Levy sold the company's linear TV network to Rogers Communications for approximately $2 billion and pivoted to a digital-first strategy, theScore has transitioned into a sports betting operator.

The company's commercial core is theScore Bet, a mobile sportsbook currently licensed in 20 U.S. states and expanding into Missouri (launched December 1, 2025) and Alberta, Canada (planned for July 13, 2026), with plans for Texas, California, and Florida as those markets legalize. The product portfolio extends to online casino gaming via theScore Casino and Hollywood Casino iGaming, the latter generating $9.3 million in Michigan revenue in October 2025 alone. Underlying the platform is a self-serve mobile architecture distributed through iOS and Android app stores, with customer acquisition driven by promotional welcome offers (bet reset up to $1,000), affiliate partnerships with sports media publishers (NY Post, RotoWire, Goal.com), and league-level sponsorships including a new CFL partnership for the 2026 season.

Revenue is generated primarily through transaction fees on sports betting wagers (vig/juice on losing bets) and iCasino activity. Following PENN's brief 2023-2025 ESPN BET rebranding under a 10-year, approximately $2 billion Disney agreement, theScore brand was restored as PENN's primary digital sportsbook effective late 2025 after Disney shifted its partnership to DraftKings. Standalone theScore revenue is not disclosed; PENN's combined Interactive segment reported Q1 2026 revenue of $358.3 million with an adjusted EBITDA loss of $10.8 million, alongside 79% year-over-year monthly active user growth. The company serves individual sports bettors aged 21+ in regulated jurisdictions, leveraging PENN's land-based casino footprint for cross-sell and loyalty integration through the Penn Play Casino program.

Name

theScore

Legal name

Score Media and Gaming Inc.

Website

https://thescore.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

theScore, a wholly-owned subsidiary of PENN Entertainment, operates a mobile-first sports media and betting platform serving individual sports bettors across 20 U.S. states, offering real-time scores, news, and sports wagering via theScore Bet sportsbook and theScore Casino iGaming products, with expansion into Alberta, Canada planned for July 2026.

Ownership category

akta.pro rank

Product category

Sports Media and Online Betting

NAICS

Gambling Industries (7132), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)

Keywords

• Sports media platform
• Mobile sports betting
• Online casino gaming
• Real-time sports scores
• Fantasy sports data

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Sports Betting Wagers: Revenue generated from sports betting transactions, including vig/juice on losing bets and promotional offers to acquire and retain customers
2. iCasino (Online Casino): Cross-selling Hollywood Casino iCasino product to sportsbook users, with Michigan reporting $9.3 million in October 2025, marking new monthly records

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

theScore operates a mobile-first sports media and betting platform. The core theScore mobile application delivers real-time scores, news, schedules, and personalized content across 25+ professional and collegiate sports leagues. Integrated with this media experience are theScore Bet (a mobile sportsbook licensed in 20 U.S. states) and theScore Casino (online gaming), allowing users to consume sports content and place real-money wagers within a single mobile ecosystem.

Product overview

theScore operates a multi-platform sports media and betting ecosystem under PENN Entertainment ownership. The core offering is the theScore mobile application, a comprehensive sports media platform providing real-time scores, news, and personalized content across 25+ sports leagues including NFL, NBA, NHL, MLB, major European soccer leagues (EPL, Bundesliga, La Liga, Serie A, Ligue 1), international competitions (Champions League, Europa League, World Cup), and North American collegiate and emerging leagues (CFL, MLS, WNBA). The product portfolio extends into gambling with theScore Sportsbook (mobile sports wagering licensed in 20 U.S. states), theScore Casino (online casino gaming), Hollywood Casino (PENN's iGaming sub-brand cross-sold to sportsbook users), and Penn Play Casino (loyalty program). The platform completed transition from ESPN BET branding to theScore Bet across all operating states as of December 2025.

Differentiator

Problem solved

Functional benefit

Brands

• theScore Bet: Mobile sportsbook and betting platform offering sports wagering markets across major U.S. leagues including NBA, NFL, MLB, NHL, and international soccer, with features such as early payout protection and profit boosts.
• theScore Casino

Products and services

• theScore (Core App) Mobile sports media application providing real-time scores, breaking news, schedules, and personalized sports content across 25+ professional and collegiate leagues including NFL, NBA, NHL, MLB, MLS, WNBA, CFL, EPL, Bundesliga, La Liga, Serie A, Ligue 1, Champions League, Europa League, NCAA, PGA, ATP/WTA, MMA, NASCAR, and Formula 1. Available free via iOS and Android app stores.
• theScore Sportsbook (theScore Bet) Mobile sports betting platform powered by PENN Entertainment, offering sports wagering markets across major leagues including NBA, NFL, MLB, NHL, and international soccer, with features such as early payout protection and profit boosts. Currently licensed in 20 U.S. states and expanding to Alberta, Canada in July 2026.
• theScore Casino Online casino gaming platform offering casino games integrated within theScore ecosystem and accessible to sportsbook users in regulated U.S. states.
• Hollywood Casino (iGaming) PENN Entertainment's branded iGaming platform cross-sold to theScore Sportsbook users; Michigan alone reached $9.3 million in revenue in October 2025, marking new monthly records.
• Penn Play Casino Casino loyalty program integrated with PENN Entertainment's property ecosystem, allowing users to earn and redeem rewards across casino properties.

Quantifiable outcome

• 79% growth in monthly active users reported by parent company PENN Entertainment

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and flagship.

• Canadian Football League (CFL)coreGTM or Marketing Partner · 1 January 2026The Canadian Football League announced expanded roster of over 50 brand partners for 2026 season, including theScore Bet as a new partnership. Marketing activations tied to key weekends throughout the season including Canada Day, Labour Day, and Thanksgiving, culminating with the 113th Grey Cup at McMahon Stadium in Calgary on November 15, 2026. Tyler Keenan, the LCF's Chief Revenue Officer, highlighted the partners' role in enhancing fan engagement through digital assets, game broadcasts, and promotional activities.
• PENN EntertainmentflagshipOthersParent company that owns theScore Bet following approximately $2 billion acquisition in 2021. theScore Bet is powered by PENN Entertainment and operates as its interactive gaming segment. PENN Entertainment has invested approximately $4 billion in sports betting products including ESPN Bet, theScore, and Barstool Sports.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• bet365: bet365 is a global online sportsbook and iGaming operator with an expanding U.S. footprint. It competes with theScore Bet in sports wagering markets across the same major U.S. leagues and brings international scale and product depth as a major global operator.
• FanDuel: FanDuel is the U.S. market-leading online sportsbook and iGaming operator, owned by Flutter Entertainment. It competes head-to-head with theScore Bet on sports wagering markets across the same major leagues and is live in a comparable (and in some cases broader) set of U.S. states.
• DraftKings: DraftKings is a leading U.S. online sportsbook and iGaming operator with similar product offering (sports betting, iCasino) and the same target market (21+ U.S. sports bettors). DraftKings now holds the exclusive ESPN partnership that PENN/theScore previously held, making it a direct competitor across media-betting integration.
• Caesars Sportsbook: Caesars Sportsbook is the online sports betting product of Caesars Entertainment, offering mobile sports wagering and iCasino with integration into Caesars Rewards. It is a direct competitor to theScore Bet across licensed U.S. states and shares the land-based casino cross-sell angle.
• BetMGM: BetMGM is a joint venture between MGM Resorts and Entain offering online sportsbook and iCasino products with similar land-based casino cross-sell mechanics. It directly competes with theScore Bet across U.S. states and integrates with a major U.S. casino loyalty program (MGM Rewards).
• BetRivers: BetRivers (operated by Rush Street Interactive) is a U.S. online sportsbook and iCasino operator with overlapping state footprint and similar target customers. It competes with theScore Bet across many of the same regulated U.S. jurisdictions.
• ESPN BET (DraftKings-operated): ESPN BET is now operated by DraftKings under the new Disney agreement that replaced PENN/theScore's prior partnership. It is directly comparable as a sportsbook integrated with a major sports media brand, targeting identical U.S. sports bettor customers.

Emerging players

• Fanatics Sportsbook: Fanatics Sportsbook (which acquired PointsBet's U.S. business) is an emerging U.S. online sportsbook leveraging Fanatics' sports merchandise customer base. It targets the same sports bettor persona as theScore Bet and represents a fast-growing competitive threat backed by deep consumer-brand assets.
• Hard Rock Bet: Hard Rock Bet is the online sportsbook of the Seminole Tribe / Hard Rock Digital, an emerging U.S. operator growing rapidly in a subset of states. It is comparable to theScore Bet as a sportsbook-plus-casino cross-sell product targeting similar sports bettors.

Others

• ESPN (sports media): ESPN is a major U.S. sports media platform and the prior partner of PENN/theScore for the ESPN BET co-brand. It is comparable as an adjacent sports media + betting ecosystem player and now pairs with DraftKings rather than theScore, making it a thematic/ecosystem peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thescoreinc
• Facebookfacebook.com/theScore
• Instagraminstagram.com/thescore
• TikToktiktok.com/@thescore
• LinkedInlinkedin.com/company/thescore-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds7 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about theScore