A popular sports betting and iGaming brand now operating in two provinces is teaming up with the Canadian Football League.
Key Takeaways
- theScore Bet is now the official authorized gaming operator of the CFL.
- The sportsbook and online casino brand operates in provinces that are home to five of the league's nine teams.
- The PENN Entertainment-owned operator will also enhance the football league through its media app.
PENN Entertainment’s theScore Bet announced a multi-year deal Monday to become the official authorized gaming operator and official sports betting and online casino partner of the CFL in Ontario and Alberta.
The announcement comes a week after theScore Bet was part of the initial wave of iGaming operators to launch in newly regulated Alberta. Five of the nine teams in the CFL are located in the provinces where theScore Bet operates, enhancing the gaming brand’s visibility throughout the majority of the league.
“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, 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.”
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Media integration
theScore's sports media app will become the presenting partner for the CFL’s new mobile app and fantasy game, which will debut this fall. The company said the app will help “fans stay connected with their favorite teams through integrated fantasy experiences, and enhanced engagement throughout the season.”
theScore Bet’s odds will be integrated into the CFL’s broadcasts, stadium branding, digital media activations, and contests. The partnership will also introduce new fan experiences throughout the season, while theScore's media app expands its CFL coverage and fan engagement.
“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,” said Tyler Keenan, CFL chief revenue officer. “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.”
With competitive iGaming markets now live in the home provinces of 5 of the league's 9 teams (Ontario and Alberta), the CFL has another new sports betting partner: theScore Bet. And looks like part of the deal includes more CFL coverage via theScore media app, too. pic.twitter.com/EpDGYsF0cK
— Geoff Zochodne (@GeoffZochodne) July 20, 2026
Expanding partnerships
The partnership further strengthens theScore Bet's presence in Canada, where it has deals with nearly every major sports league. The operator is already the official sports betting partner of the NHL in Ontario, and it has betting partnerships with the PGA TOUR and Golf Canada, giving it visibility at tournaments like the RBC Canadian Open.
theScore Bet is four years into a decade-long deal as the official gaming partner of the Toronto Blue Jays. The PENN brand has a licensing agreement with the Major League Baseball Players Association.
The gaming operator became a part of Ontario’s robust regulated market in April 2022, offering both its sports betting and online casino products throughout the province. theScore Bet was also one of the early gaming businesses to receive approval to operate in Alberta.
