theScore Bet and the Canadian Football League (CFL) have entered into a multi-year partnership that will expand fan engagement through sports betting, fantasy football and digital content, following the sportsbook’s recent launch in Alberta.
Under the agreement, theScore Bet will become an Official Authorized Gaming Operator and an Official Sports Betting and Online Casino Partner of the CFL in Ontario and Alberta. Separately, theScore sports media app will expand its relationship with the league across North America through enhanced content, fan engagement and digital experiences.
The partnership follows the launch of theScore Bet Sportsbook & Casino in Alberta last week, extending the operator’s presence into one of Canada’s largest football markets.
As part of the deal, theScore Bet will become the presenting partner of the CFL’s new fantasy football game and a new CFL mobile app scheduled to launch this fall.
The agreement also includes integrated betting odds and scoreboard sponsorship on the league’s English- and French-language websites, CFL.ca and LCF.ca, broadcast and in-stadium branding, digital marketing campaigns and fan activations throughout the season, including the 113th Grey Cup in Calgary.
With Alberta’s regulated online gaming market now open, five of the CFL’s nine teams play in provinces where theScore Bet operates, creating additional opportunities to engage fans during the season.
“The CFL occupies a special place in Canadian sports culture, making this a natural partnership for theScore Bet and theScore,” said Justin Hergianto, Vice President of Marketing at PENN Interactive.
“As Canada’s Sportsbook, we’re proud to partner with Canada’s League to create more connected experiences for fans. Whether they’re following scores and breaking news in theScore, managing their fantasy team or placing a bet through theScore Bet, we’re making it easier than ever for fans to engage with the CFL throughout the season,” he added.
Tyler Keenan, the CFL’s chief revenue officer, said the agreement comes as Calgary prepares to host the 113th Grey Cup.
“Alberta is home to some of the most passionate football fans in Canada, making this an exciting time to welcome theScore Bet to our CFL family of partners,” Keenan said.
“With Calgary set to host the 113th Grey Cup, this partnership creates even more opportunities for fans to engage with our game and be part of the excitement. Together, we’ll create innovative ways for fans to follow, experience and celebrate CFL football,” he added.
TheScore will expand its CFL coverage through additional league content and fan engagement initiatives as part of the partnership.