The sports betting marketing deals continue to roll in up in Ontario.
Penn National announced Thursday a 10-year partnership between its theScore Bet brand and the Toronto Blue Jays.
The deal gives theScore Bet exclusive Canadian marketing rights across all gaming categories including:
- Sports betting
- Casino
- Online casino
- Fantasy sports
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The agreement represents a “natural collaboration for two Toronto-based organizations,” a press release said.
Ontario sports betting opened for business April 4.
Subsequently, theScore Bet appeared to come out the gate strong. Its app was the second-most popular download in the entire country this week.
More details on Ontario sports betting tie-up
The partnership marks the Blue Jays’ first gaming partner and theScore Bet’s first pro team sponsorship.
“TheScore Bet is proudly Canadian and we are thrilled to make Canada’s baseball team our long-term partner,” said John Levy, CEO of theScore Bet. “This is a foundational partnership with a team and organization that is deeply embedded in our country’s sports culture.
“Teaming with the Blue Jays opens up exciting new exclusive marketing opportunities and brings theScore Bet even closer to a huge audience of passionate and engaged fans, both on-site at Rogers Centre and online across our platforms.”
The partners will also build out a theScore-branded sports bar and restaurant at Rogers Center.
More from Toronto Blue Jays
“The fan experience is evolving and this monumental partnership with theScore Bet offers compelling new ways for sports enthusiasts to be a part of the game,” said Mark Shapiro, President & CEO, Toronto Blue Jays. “We are excited to be partnering with a Canadian company that operates at the highest level of the industry and understands our role in Toronto and Canada, to bring baseball to more fans nationwide.”
TheScore Bet will initially use the Bet.Works platform in Ontario. However, Penn has said it will migrate to proprietary technology in 2022.
Ontario sports betting competition heating up
The Canada-focused marketing deals are starting to pile up now that mobile Ontario sports betting is live.
For instance, FanDuel announced a major deal with sports network TSN this week. Meanwhile, BetRivers announced Thursday an expanded ambassador deal with Canadian sports broadcasting star Dan O’Toole.
Thirteen private operators were live in Ontario as of Thursday, according to iGaming Ontario.
Those include:
- Unibet
- BetMGM
- Caesars Sportsbook
- BetRivers
- TheScore Bet
- PointsBet
- Bet365
