Golf Canada has named theScore as its first official gaming partner, as Canadian legislators move forward with the establishment of a regulated sports betting industry.
Running until 2022, the partnership will see the Toronto-based company’s theScore Bet brand become a sponsor of the National Open Golf Championship, an event consisting of the CP Women’s Open and the RBC Canadian Open.
As the exclusive gaming partner of the events, theScore Bet will engage with fans using on-site activations, including the creation of members club experiences for its customers and digital activations through both Golf Canada and the tournaments channels.
Golf Canada’s Chief Commercial Officer, John Sibley, said, “We are thrilled to welcome theScore Bet as Golf Canada’s first Official Gaming Partner. theScore brand is already synonymous with sports coverage in Canada and we’re enthusiastic about the opportunity to team up to help build awareness for theScore Bet.
“Through Golf Canada’s entertainment properties and channels, theScore Bet will have direct access to engage with our large membership of devout Canadian sports fans.”
The RBC Canadian Open and CP Women’s Open will be held in Ontario in 2022, whilst the next editions of the RBC Canadian Open are scheduled for 2023 and 2024 in the Greater Toronto Area.
Golf Canada’s partnership with theScore follows the legalisation of single event sports betting with the passage of Bill C-218 on 27 August 2021, with regulated online sports betting and igaming products becoming active in the province of Ontario later this year.
For theScore, the deal represents a further expansion of the firm’s portfolio of sports partners, building on a partnership signed with Major League Baseball (MLB) in June 2020.
“We are proud to be Golf Canada’s first ever gaming partner and align theScore Bet with their organization and Canada’s marquee professional men’s and women’s golf events,” said Aubrey Levy, Senior Vice President of Content and Marketing, theScore.
“This partnership provides us with highly engaging access points to introduce theScore Bet to a broad and endemic audience of golf fans. With the RBC Canadian Open taking place in Ontario for all three years and the CP Women’s Open in the province for at least the coming year, it provides us an amazing foothold to interact with Canada’s passionate golf community around two of the most popular golf events in the country.”