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theScore Bet has signed a multi-year partnership with the Canadian Football League, adding a major national sports property to its expansion in Canada just days after launching in Alberta’s regulated online betting and iGaming market.
The deal marks one of the more aggressive league tie-ins yet among online casinos in Canada as operators race to build brand recognition in newly regulated provinces.
The Deal Makes theScore Bet an Official CFL Partner in Two Provinces
Under the agreement, theScore Bet becomes an official authorized gaming operator and the CFL’s official sports betting and online casino partner in Ontario and Alberta. The deal gives the operator a larger role across league media, broadcasts, and fan products in the two provinces where it now operates.
The agreement covers integrated betting odds, scoreboard sponsorship across CFL.ca and LCF.ca, broadcast and in-stadium branding, digital activations, and contests. theScore Bet will also serve as the presenting partner of the new CFL Fantasy game and a new CFL mobile app scheduled to launch in the fall.
Justin Hergianto, vice president of marketing at PENN Interactive, said the CFL’s place in Canadian sports culture made the partnership a natural fit for both theScore Bet and theScore. He added that the company wants to create more connected experiences for fans through its sportsbook and media brands.
RELATED: What Makes theScore Bet a Strong Contender in Alberta’s Sports Betting Market
Why the Timing in Alberta Stands Out
The Alberta Gaming, Liquor & Cannabis Commission launched the province’s regulated online sports betting and iGaming market on July 13, after provincial lawmakers approved regulation. This CFL agreement follows theScore Bet’s Alberta launch by about a week, suggesting the operator is moving quickly to build brand visibility in the new market.
The league said the partnership also reflects Alberta’s football audience. Tyler Keenan, the CFL’s chief revenue officer, said Alberta is home to some of the most passionate football fans in Canada, pointing to Calgary’s role as host of the 113th Grey Cup.
theScore’s Expanding Footprint Across the League
The announcement also expands theScore’s reach across CFL geography. Five of the league’s nine clubs now play in provinces where theScore Bet is live, giving the operator a clearer path to connect betting, fantasy, content, and league sponsorship in regulated Canadian markets.
What to Watch Next
The open question is whether other operators deepen their own league and team partnerships as the Alberta online casino and sports betting market takes shape. For players, the immediate change is likely to be greater theScore Bet visibility across CFL digital channels, broadcasts, and fantasy products in Ontario and Alberta.
