PENN Entertainment has locked in a new deal with the Chicago Bears, rolling out a multi-year partnership that covers both casino and sportsbook branding. The PENN Chicago Bears partnership gives Hollywood Casino Aurora, the new Hollywood Casino Joliet, and ESPN BET a big presence with the team. For PENN, the timing ties in neatly with the start of football season and the recent Joliet casino launch.

• Hollywood Casino Aurora and the brand-new Hollywood Casino Joliet have been named Official Casino Partners of the Bears. ESPN BET, PENN’s online sportsbook, takes the slot as an Official Sports Betting Partner. This arrangement ties PENN’s retail and digital offerings directly to one of the NFL’s largest fan bases.

• The partnership includes stadium signage, in-game casino features, and digital marketing campaigns. PENN will also be able to offer exclusive Bears-themed experiences to its customers. These activations extend across Soldier Field, online channels, and local casino properties.

• Todd George, PENN Entertainment’s EVP of Operations, said: “Teaming up with one of the premier franchises in the NFL creates exciting new omnichannel marketing opportunities.” His comments linked the partnership to both ESPN BET and the casino portfolio. He also pointed to the ability to engage with fans at Soldier Field and online.

• ESPN BET is now live in 20 states, including Illinois. The sportsbook has rolled out FanCenter, an in-app hub that tailors markets to users’ favorite teams and fantasy rosters. This new feature goes live just in time for the 2025 football season.

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