Published on: August 20, 2025, 02:43h.
Updated on: August 20, 2025, 02:43h.
- Penn secures entitlements for its two retail properties in Chicago
- ESPN BET designated Official Sports Betting Partner for the Bears
- ESPN BET now operational in 20 states across the U.S.
Penn Entertainment has unveiled a multi-year collaboration with the NFL’s Chicago Bears, designating its Hollywood Casino Aurora and the newly launched Hollywood Casino Joliet as Official Casino Partners. Additionally, ESPN BET Sportsbook is appointed as the Bears’ Official Sports Betting Partner.
Long-Term Agreement
“We are excited to share this partnership coinciding with the launch of our modern Joliet facility and the start of football season,” stated Todd George, Executive Vice President of Operations at PENN Entertainment.
“Partnering with a leading NFL franchise opens up innovative omnichannel marketing strategies for our ESPN BET and Hollywood Casino brands. We look forward to capturing the interest of a vast and enthusiastic audience at Soldier Field and through our digital platforms and the new venue in the Chicagoland region.”
Is Williams a Reliable QB?
Penn might have a strategy in mind. Many bettors are skeptical about the Bears as legitimate Super Bowl contenders. BetMGM lists them at +4000 (1.8% of the betting money), whereas the Bills are the favorites at +700 (13.2% of the betting money). ESPN Bet gives the Bears +3000 odds to clinch the Super Bowl.
In their last game, the Bears dominated the Bills 38-0 during both teams’ second preseason matchup, with the Bills fielding their lower-tier players for most of the game.
Hollywood Casino Joliet Grand Opening on August 11
Caleb Williams, the second-year QB, showcased his skills against the Bills, guiding the starting offense through a seven-play opening drive resulting in a touchdown. It was his first appearance with new coach Ben Johnson and his system. In two drives totaling 13 snaps, the former No. 1 pick completed 6 out of 10 attempts for 107 yards. Interestingly, I rode in an Uber in Las Vegas last week, and the driver, a longtime Chicago fan, expressed great faith in his team’s potential.
Do you think the Bears will exceed their projected win total of 8.5 this season? The Bears will conclude their preseason this Friday against the Chiefs in Kansas City.
In-Stadium Branding
While no celebratory parades are in the immediate future, the Bears are definitely on the rise.
The team also boasts significant brand equity, being one of the NFL’s historically prominent franchises. Plans are underway for a new stadium in Arlington Heights.
Under this new agreement, Penn gains intellectual property rights, in-stadium advertising, a Hollywood Casino feature during games, as well as digital media and marketing integrations.
Hollywood Casino Joliet held its grand opening on August 11, replacing the previous riverboat venue. The new establishment features 1,000 slot machines and 43 table games, complemented by an ESPN BET sportsbook.
ESPN Bet is currently functioning in 20 jurisdictions across the U.S. This season, ESPN Bet has introduced a new feature, FanCenter, which is a tailored in-app hub that simplifies the search for betting markets based on users’ favorite teams, players, and ESPN Fantasy lineups.