theScore Bet’s Fall Campaign

//  09.07.23


theScore Bet Debuts New Commercial Spots as part of Fall Campaign

New Creative Highlights How theScore and theScore Bet
Seamlessly Combine Sports Media and Betting

With the NFL kicking off this week, theScore Bet has launched its Fall marketing campaign in Ontario. The campaign builds on the brand’s established creative with two new commercial spots illustrating the unique combined media and betting experience offered exclusively through theScore and theScore Bet.

The new spots feature intertwined characters personifying theScore and theScore Bet to showcase the brand’s intuitive, streamlined betting experience. When summoned, the characters are at the ready to deliver relevant betting-related content paired with betting markets to help bettors seamlessly place an informed wager—ultimately differentiating theScore Bet from the competition.

The cutting-edge media and betting platforms work together to efficiently serve customers through access to in-depth data and analysis, personalized markets and the ability to easily place wagers within one ecosystem.

“This new campaign supports one of our core product differentiators—a completely synced up media and betting experience between theScore media app and theScore Bet sportsbook,” said Aubrey Levy, SVP of Content & Marketing, theScore. “Our view is that when media is integrated with betting the right way, it provides for an enhanced and improved user experience. Using familiar creative elements, these spots highlight how our products bring media and betting together in one intelligent ecosystem, ultimately differentiating us from other offerings.”

In addition to the television commercials, the campaign also includes digital and out-of-home assets.

theScore Bet worked in partnership with Toronto-based marketing agency Diamond on the campaign creative and strategy. The spots were directed by comedy veterans The Director Brothers.

“With theScore Bet plus theScore’s in-depth sports data and analysis, making informed bets is a streamlined experience,” said Jordan Cohen, Creative Director, Diamond. “As a key differentiated offering in the category, it was time to make that clear.”

About theScore Bet
theScore Bet, a wholly owned subsidiary of PENN Entertainment (Nasdaq: PENN), is a natively built mobile Sportsbook and Casino product available in Ontario. Available on mobile and desktop, theScore Bet delivers an immersive and holistic mobile sports betting experience, including a comprehensive range of pregame and in-play bet types across all major sports leagues and events. It uniquely integrates with the company’s flagship media app, theScore, to provide a suite of cutting-edge features that seamlessly bring media and betting together in one ecosystem. theScore Bet is regulated by the Alcohol and Gaming Commission of Ontario and operates in Ontario pursuant to an operating agreement with iGaming Ontario. theScore Bet is an RG Check accredited operator and is committed to making gaming safe and fun for its players.


Client: theScore Bet
SVP, Content & Marketing: Aubrey Levy
CEO: John Levy
VP, Communications: Dan Sabreen
Director, Partnership Activations: Ahmed Elfeky
Sr. Director, Marketing Partnerships: Paul Cacciato

Agency: Diamond
Chief Creative Officer: Peter Ignazi
Creative Director, Writer: Jordan Cohen
Creative Director, Art Director: Mark Holden
Head of Production: Mark Graham
Agency Producer: Katherina Villa
Associate Producer: Leia Comegna
Group Director, Accounts: Cory Visser
Account Supervisor: Curtis Heard
EVP Accounts: Lorri MacDonald
President: Josh Diamond

Production House: Radke Film Group
Executive Producer: Dan Ford
Director: The Director Brothers
Director of Photography: Barry Parrell
Producer: Rob Jacklin

Editorial: Saints Editorial
Editor: Stephen Sora
Assistant Editor: Ashley Eichinger
Producer: Mackenzie Goodwin
Executive Producer: Michelle Rich and Tory Osler

Online: Alter Ego Post
Senior VFX Artist: Joel Osis
On-Set VFX Supervisor: Craig Clarke
Producer: Andrew Tavares
Executive Producer: Hilda Pereira
Colour: Alter Ego Post
Senior Colourist: Wade Odlum

Music and Sound Design: OSO
Audio Creative Director: Harry Knazan
Audio Engineer: Leo Hicks
Producers: Jane Heath

Casting: Mann Casting
Media Agency: Initiative

Diamond, Sports, theScore Bet