The Canadian Football League (CFL) continues to place a strong emphasis on betting as a means of engaging with fans, resigning one of its authorised gaming operators (AGO).
Evoke, a global sports betting and gaming operator headquartered in Gibraltar and active in Ontario, has resigned as an AGO. This includes sponsorship and branding activities with the CFL.
Evoke’s 888casino brand will gain exposure on CFL sidelines and broadcasts during fixtures involving Ontario’s three teams, the Hamilton Tiger-Cats, Ottawa Redblacks and Toronto Argonauts.
Tyler Keenan, the CFL’s Chief Revenue Officer, said: “888 has opened the doors to new sports wagering and entertainment opportunities for CFL fans, and we’re thrilled for the possibilities ahead as we build upon this partnership and engage more audiences across Ontario.”
The CFL has been a keen partner of the betting industry since Ontario launched a regulated market back in April 2022. Like other leagues, the CFL sees engagement with betting as a valuable way to interact with fans whilst also bolstering income via sponsorship revenues.
However, the sector has been facing increasing scrutiny regarding marketing – this mirrors developments in other markets, particularly in Europe, where similar debates have been had in the UK, Ireland and the Netherlands, among other countries.
In Canada, this has seen operators place responsible wagering at the forefront of marketing activity. The CFL’s strategy is to work with licensed operators and build responsible betting across Canada, the league has emphasised in the past.
“To put it simply, responsible wagering is fun,” said Owen Welsh, the CFL’s Associate VP of Sports Betting, Gaming and Innovation, speaking at the Canadian Gaming Summit (CGS) earlier this year.
“That’s the trend we’ve seen in recent years, some were more sophisticated than others. The trend is increasing in terms of participation in sports wagering, and it brings you closer to the game. That’s what the data is telling us, it’s been strong enough to build a whole strategy around betting.”
For betting firms like evoke, sponsorship of leagues like the CFL and engagement with its fans serves an important marketing and brand building purpose. Ontario is a very valuable betting market, one of the most valuable in North America, but is also highly competitive.
Remaining a continuing partner of the CFL will be important for evoke – which recently rebranded from its original name of 888 Holdings, while retaining the 888 branding for its sportsbook and casino platforms, as the owner of UK legacy bookmaker William Hill – to maintain a strong presence in this crucial North American market.
Roi Nadler, Head of Canada at evoke, added: “We are thrilled to continue our partnership with the CFL for a second season, placing 888casino at the forefront of this collaboration.
“The synergy between the CFL’s dynamic brand and 888casino’s innovative online offering provides fans with unparalleled entertainment.
“We are committed to enhancing the excitement of the game, ensuring that CFL enthusiasts can enjoy high-quality gaming experiences that keep the thrill alive beyond the field,”
