theScore Bet Signs Multi-Year Partnership With CFL

theScore Bet has signed a new multi-year partnership with the Canadian Football League. The announcement comes one week after theScore Bet launched in Alberta on July 13. Under the agreement, theScore Bet becomes an Official Authorized Gaming Operator. It also becomes an Official Sports Betting and Online Casino Partner of the CFL. The partnership covers Ontario and Alberta, where theScore Bet now operates. Five of the league's nine franchises play in those two provinces. PENN Interactive, theScore Bet's parent company, confirmed the agreement this week.

theScore Bet Adds Betting Odds and CFL Fantasy Rights

The partnership grants theScore Bet several marketing and media rights. It includes fantasy sponsorship tied to the league's CFL Fantasy game. theScore Bet had already agreed to that role nearly two months earlier. The agreement also brings integrated betting odds into CFL broadcasts and platforms. Digital activations and Grey Cup marketing opportunities round out the package. theScore's separate media app will also expand its CFL coverage. That expansion includes enhanced league content and additional fan engagement features. Justin Hergianto, vice president of marketing at PENN Interactive, addressed the deal.

He called the CFL a fitting partner, noting its special place in Canadian sports culture.

CFL's Betting Partner Roster Grows to Five Operators

theScore Bet joins a growing list of CFL gaming partners. The league now counts five regulated operator partnerships across Canada. Those partnerships span Ontario, Alberta, and British Columbia. CFL franchises operate in Hamilton, Toronto, and Ottawa within Ontario. Calgary and Edmonton host the league's Alberta-based teams. theScore Bet first launched in the Ontario market in April 2022. Its Alberta debut came as part of a broader regulated market launch.

Alberta's new iGaming market opened July 13, with several major operators going live. Those included DraftKings, bet365, FanDuel, Caesars, and BetMGM alongside theScore Bet. Provincial lawmakers had approved the regulatory framework ahead of the launch date. The rollout marked Canada's newest regulated commercial gaming market to date. theScore Bet's presence across both provinces boosts its visibility among CFL fans nationwide.

Grey Cup Host Calgary Set to Benefit From New Deal

CFL Chief Revenue Officer Tyler Keenan welcomed the new arrangement. He called Alberta home to some of the most passionate football fans in Canada. Keenan added that welcoming theScore Bet marks an exciting moment for the league. He pointed to Calgary's upcoming role as host of the 113th Grey Cup. Keenan said the partnership creates more opportunities for fans to engage with the game. Hergianto also highlighted theScore Bet's broader presence across Canadian sports. The company already holds partnerships with the NHL, PGA Tour, and Golf Canada. It remains four years into a decade-long deal with the Toronto Blue Jays.