Penn Entertainment partners with Chicago Bears in multi-year agreement
New Joliet casino and ESPN Bet platform looking to benefit from strategic NFL tie-in.
Key points:
– Hollywood Casino Aurora and Joliet named Official Casino Partners of the Chicago Bears
– ESPN Bet becomes Official Sports Betting Partner
– New marketing activations and fan experiences planned across digital and in-person platforms
Penn Entertainment has signed a multi-year partnership with the Chicago Bears, strengthening its brand presence in the Illinois market through a range of joint marketing initiatives and venue collaborations.
The agreement positions Hollywood Casino Aurora and the newly launched Hollywood Casino Joliet as Official Casino Partners of the NFL franchise, while ESPN Bet joins as the Bears’ Official Sports Betting Partner.
The collaboration grants Penn branding rights within Soldier Field, digital advertising opportunities and an in-game Hollywood Casino feature. The deal will also enable Penn to deliver exclusive Chicago Bears experiences to its customers both online and on-site.
The announcement follows the grand opening of the land-based Hollywood Casino Joliet, replacing its former riverboat location.
Located within the Rock Run Collection commercial development, the new facility includes a full suite of gaming options, multiple dining venues, an event centre and ample parking. Chicago Bears executives and NFL veteran Tom Thayer attended the ribbon-cutting ceremony.
Good to know: Hollywood Casino Joliet opened on 11 August 2025, featuring 1,000 slots, 43 table games and an ESPN Bet sportsbook
Alongside this, ESPN Bet continues its nationwide expansion and is now available in 20 US jurisdictions including Illinois. The platform recently introduced FanCenter, an in-app hub offering personalised betting options based on users’ preferred teams, players and fantasy football picks.
Construction is underway for the Hollywood Casino Aurora, which is expected to open in the first half of 2026.
Penn’s partnership with the Bears signals its ongoing focus on integrated sports and gaming experiences, combining casino entertainment with digital engagement for football fans across the region.
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