Five of the nine franchises in the Canadian Football League (CFL) are based in the two provinces that provide regulated iGaming. This is an opportunity that theScore Bet aims to capitalize on, as they recently announced a multi-year national collaboration with the CFL—just one week after Alberta launched its iGaming market.
This partnership was officially announced on July 20, following theScore Bet's launch in Alberta on July 13.
Alberta Launch Triggers Partnership
Through this collaboration, theScore Bet is recognized as an Official Authorized Gaming Operator, as well as an Official Sports Betting and Online Casino Partner for the CFL in Ontario and Alberta.
The CFL's franchises include those in Hamilton, Toronto, and Ottawa in Ontario, along with Calgary and Edmonton in Alberta. theScore Bet initially launched in Ontario in April 2022.
Enhancing Fan Interaction
“The CFL holds a unique position in Canadian sports culture, making this partnership a perfect fit for both theScore Bet and theScore,” stated Justin Hergianto, Vice President of Marketing for PENN Interactive, the parent company of theScore Bet.
“As Canada’s premier Sportsbook, we are thrilled to team up with Canada’s league to foster enriched experiences for fans. Whether they're tracking scores and updates in theScore, managing their fantasy lineup, or placing bets through theScore Bet, we’re simplifying pathways for fans to interact with the CFL throughout the season.”
Integration of Fantasy and Odds
theScore will be the presenting partner for the brand-new CFL Fantasy game and the accompanying mobile app launching this fall. The collaboration includes embedded betting odds and scoreboard sponsorship on CFL.ca and LCF.ca, along with broadcast and in-stadium branding, digital media initiatives, and contests throughout the CFL season and at the 113th Grey Cup scheduled for this November in Calgary.
The CFL is set to commence Week 8 of its season on Thursday night (July 23) with the Edmonton Elks facing off against the Saskatchewan Roughriders.
Grey Cup Engagement
“Alberta boasts some of the most dedicated football fans in Canada, making this an exhilarating time to welcome theScore Bet into our CFL partner family,” said Tyler Keenan, CFL Chief Revenue Officer.
“With Calgary hosting the 113th Grey Cup, this partnership opens even greater avenues for fans to engage with and enjoy our sport. Together, we will devise innovative methods for fans to follow, experience, and celebrate CFL football.”
The agreement also stipulates that theScore Bet will enhance its CFL coverage and fan engagement initiatives across North America, extending beyond just Canada.
Currently, the CFL has established five partnerships with regulated iGaming operators, which also include FanDuel Canada, ToonieBets, bet365, and PlayNow (via the British Columbia Lottery Corporation).