Score Media and Gaming (theScore) has secured a deal for its theScore Bet subsidiary to become an official partner of Golf Canada, the governing body of golf in the country.
Under the multi-year deal, which begins in 2022, theScore Bet will serve as the first official gaming partner of Golf Canada and the organization’s National Open Golf Championships, CP Women’s Open and the RBC Canadian Open.
TheScore Bet will be able to activate the partnership across Golf Canada’s events, including creating members club experiences for its customers, as well as engage fans though digital activations across tournament and Golf Canada channels.
“This partnership provides us with highly engaging access points to introduce theScore Bet to a broad and endemic audience of golf fans,” theScore’s senior vice president of content and marketing, Aubrey Levy, said.
“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.”
Golf Canada’s chief commercial officer John Sibley added: “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 deal comes ahead of Bill C-218, which legalizes single event sports betting in Canada, coming into force from tomorrow (August 27). This will allow consumer in the country to bet on a single sports event or match for the first time.
In March, theScore Bet also secured a deal to become the official betting operator of golf’s PGA Tour both in the US and, pending the enactment of relevant regulation and the receipt of necessary regulatory approvals, in Canada.