Alberta’s sole regulated online gambling platform, Play Alberta, has announced its multi-year partnership with the Edmonton Elks, a Canadian Football League (CFL) team, to become its official sports betting partner.
Key Takeaways
- Play Alberta has a monopoly on sports betting in Alberta
- Multi-year deal includes new fan promotions
- Commonwealth Field to be renamed Play Alberta Field
In addition to becoming the official sports betting partner of the Edmonton Elks, the collaboration also entails that Edmonton’s home field, Commonwealth Stadium, will be renamed as Play Alberta Field during home games in the Canadian Football League.
The relationship between Play Alberta and the Elks will also lead to changes in the game day experience for fans. Fans will be able to take part in new activities and promotions, including chances to win prizes such as memorabilia and game tickets.
Play Alberta emphasizes community connections
The partnership between Play Alberta and the Edmonton Elks comes just before Alberta lawmakers launch iGaming in the province under Bill 48, otherwise known as the iGaming Alberta Act. Yet, before the regulated market is launched, Play Alberta remains the only legal iGaming and sports betting operator in the province.
“We are very excited to join the Edmonton Elks on the field on game days during upcoming CFL seasons. Play Alberta Field at Commonwealth Stadium allows us to partner with the Elks and showcase two brands built for Albertans in a historic Edmonton location,” said the Chief Executive Officer at Alberta Gaming, Liquor and Cannabis, Kandice Machado.
The President and Chief Executive Officer of Edmonton Elks, Chris Morris, said that Play Alberta was an Alberta-based organization that shared the team’s values, and that the partnership was about creating something meaningful for their community and fans.
Collaboration to help contribute to Alberta’s gambling revenue
The deal has been signed a little under three weeks before the Edmonton Elks play their first game of the new season on June 7. However, that game will be in Vancouver, and they aren’t scheduled to play at Play Alberta Field until June 19, when they take on the Montreal Alouettes.
Commonwealth Stadium has been the home of the Elks since 1978 and is operated and owned by the City of Edmonton. The deal to rename the field was approved by the Edmonton City Council earlier this year, and the team will receive revenue from the naming rights.
In addition, Play Alberta said it has generated $235 million in taxes for the province in 2024. However, that figure is dwarfed by the $3.2 billion raised from Ontario's regulated private gambling sector, which could prove significant. The Alberta government has estimated that as much as half of the money wagered by Albertans is done through illegal sites, and lawmakers in the province are considering introducing an Ontario-style regulated market.
Yet, money raised from online gambling in Alberta is used to support the province’s General Revenue Fund, which has since received $1.5 billion in total gaming revenue. The fund goes towards various support programs and services in Alberta.
