Benjie Levy, president and chief executive of theScore, said that parent company Penn National Gaming – which acquired theScore last year – planned to focus on the Barstool brand in the US and theScore in Canada, where its brand is stronger.
TheScore is based in Canada, and became one of the first operators licensed in the province when it launched on April 4.
“Since Penn’s acquisition of theScore, the company’s plan has been to lead with Barstool Sportsbook in the US and theScore Bet in Canada, given our strong brand equity there,” Levy said.
Levy also alluded to the fact that theScore was working to build its own sportsbook technology, which would power the Barstool brand, and said theScore’s media brand would continue to do business in the US to help support Barstool.
“With theScore Bet launched and thriving in Ontario, and as we approach a major undertaking this summer with the launch of our proprietary risk and trading service, the timing is right to focus our US efforts on marketing Barstool Sportsbook and our Canadian efforts on marketing theScore Bet,” he said.
“This move enables us to maximise the value of both brands through our organic media and gaming approach. Key to our strategy is integrating theScore media app with Barstool Sportsbook in the US, which we’re currently working towards.
“Bringing together theScore’s powerful sports media platform with Barstool Sportsbook, supported by our in-house technology will strengthen the overall US product offering and broaden its reach.”