Canadian Gaming

theScore Bet Expands Canadian Footprint with Official CFL Partnership

Posted on: July 21, 2026, 02:05h.

Last updated on: July 22, 2026, 08:02h.

Written by

Mark Keast Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.

Key Points

PENN Entertainment’s theScore Bet has secured a multi-year national partnership with the CFL following its recent launch in Alberta
The deal features integrated odds, broadcast branding, media activations, and presentation rights for the league's upcoming mobile app and fantasy game
The operator now holds official betting rights across Canada's two commercial iGaming markets—Ontario and Alberta—which host five of the CFL's nine franchises

Looking to capitalize on a market that covers five of the CFL’s nine teams, theScore Bet has secured a multi-year national partnership with the league just days after Alberta’s official iGaming launch.

Edmonton Elks quarterback Cody Fajardo steps back to pass against the Ottawa Red Blacks in CFL action earlier this month at Commonwealth Stadium. (Image: Ron Palmer/SOPA Images/LightRocket via Getty Images)

The two parties announced the deal yesterday (July 20), following the launch of theScore Bet in Alberta on July 13.

With the partnership, theScore Bet becomes an Official Authorized Gaming Operator and an Official Sports Betting and Online Casino Partner of the CFL in Ontario and Alberta.

The CFL has franchises in Hamilton, Toronto, and Ottawa, in Ontario, and Calgary and Edmonton in Alberta. theScore Bet launched in Ontario in April 2022.

Expanding Fan Engagement

“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, owner of theScore Bet.

“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,” Hergianto added.

Fantasy, Odds Integration

Under the agreement theScore will become the presenting partner of the all-new CFL Fantasy game and the new CFL mobile app that launches this fall.

The partnership includes integrated betting odds and scoreboard sponsorships across CFL.ca and LCF.ca. It also covers broadcast and in-stadium branding, digital activations, and fan contests throughout the season, culminating at the 113th Grey Cup in Calgary.

The CFL kicks off Week 8 of its season on Thursday night (July 23) when the Edmonton Elks visit Saskatchewan to play the Roughriders.

Grey Cup Activation

“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,” Keenan added.

The agreement also calls for theScore Bet to expand its CFL coverage and fan engagement across North America, not just in Canada.

The CFL now has five partnerships with regulated iGaming operators, including theScore Bet – FanDuel Canada, ToonieBet, bet365, and PlayNow (through the British Columbia Lottery Corporation).

Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.