A major Canadian professional sports league has partnered with a legal sports betting operator.
The Canadian Football League has secured a deal with NEO.bet to make the online sportsbook an authorized gaming operator and official partner. NEO.bet, which operates online betting sites in Ontario, will work with the CFL to provide safe betting activations for the league’s fans.
“Our partnership with the CFL will become the foundation as we introduce millions of Ontarians to a higher standard of iGaming – a standard where the safety and security of the customer are placed above profits,” said NEO.bet CEO Thomas Louis. “We hope that this partnership will allow us to elevate online sports betting for all fans who crave the best possible experience."
The CFL’s partnership with NEO.bet comes as the Ontario sports betting market matures. In 2022, Canada’s most populous province authorized legal iGaming, retail, and online wagering.
Since then, Ontario has awarded betting licenses to operators including BetVictor and bet365. Ontario had a sports betting handle of $2 billion for the first quarter of the 2023-24 fiscal year.
Building portfolio
The CFL is reaping the benefits of an emerging Canadian market. In June, the CFL secured a deal with FanDuel to make the gambling company the league’s first “authorized gaming operator” and an official league partner.
In 2021, the CFL agreed to a partnership with BetRegal to make the online sportsbook the league’s “official sports gaming partner.” However, the Aspire Global International-owned platform has yet to receive an Ontario sports betting license. Despite the hurdle, BetRegal continues to use CFL branding.
As a result of the CFL’s willingness to partner with sportsbooks, the league has developed a Match Manipulation Policy to thwart potential betting infractions. The CFL and the Canadian Centre for Ethics in Sport will work together to educate CFL players and personnel on the league’s gambling policies.
The Canadian Premier League is also getting in on the action. In April, the soccer league landed a partnership with TonyBet to make the operator its official sports betting and online casino partner.
ComeOn — a Swedish sportsbook — had previously served as the CPL’s official betting partner.
