Play Alberta, CFL’s Edmonton Elks Connect on New Partnership

Play Alberta has announced a partnership with the Canadian Football League’s Edmonton Elks, the latest agreement with one of the province’s professional sports franchises with the igaming market about to open up.

Re-Named Football Stadium

With the new iGaming Alberta Act soon to become law, and the provincially owned Play Alberta sports betting and online casino platform about to see a wave of competitors entering the market, Alberta Gaming, Liquor & Cannabis is clearly looking to lock down key partnerships before that happens. 

An Ontario-style open, competitive igaming market in the province is projected to go live in early 2026, according to industry sources.

Last September, Play Alberta and the NHL’s Edmonton Oilers announced they were extending their partnership, making Play Alberta the exclusive sports betting and online gaming partner of the Oilers.

Elks Deal Follows Oilers Announcement

The agreement with the Elks is a multi-year partnership making Play Alberta the official sports betting partner of the Elks.

The Elks’ home field, Commonwealth Stadium, will be re-branded “Play Alberta Field” for all Elks home games this upcoming CFL season.

Since Play Alberta’s launch five years ago, our team has made it a priority to connect with the communities where our players live and work,” said Kandice Machado, Chief Executive Officer, AGLC. “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.”

Alberta Market Opening in 2026

The partnership also will allow for game day activations and promotions around the field, including chances to win game tickets and memorabilia.

This partnership is about more than just putting a name on the field – it’s about building something meaningful for our fans and our community,” said Chris Morris, President & CEO, Edmonton Elks. “Play Alberta is an Alberta-based organization that shares our values and our commitment to giving back. Together, we’re creating new ways for fans to connect with our team and experience the game day atmosphere in a whole new way.”