Photo Credit: Habanero Pixel / Shutterstock
theScore Bet is strengthening its connection with Canadian football after becoming the presenting partner of the CFL’s new official mobile app. The CFL launched its new app earlier this week for iOS and Android. It gives fans one place to find scores, news, highlights, stats, fantasy content, and more. With theScore Bet partnered with the league, this puts its brand in front of an audience that could be valuable in two competitive betting markets, Ontario and Alberta.
The new app is part of the CFL’s push to improve how fans follow the league on their phones. With theScore Bet attached to the app as its presenting partner, that’s useful exposure in a niche market.
This is because the app is built for users who are already interested in the CFL. Instead of hoping to reach those fans through a general sportsbook ad, theScore Bet can put its brand around a product they may use throughout the season.
It also fits with what theScore has already built in Canada. Its sports media app has long been used for scores and news, while theScore Bet gives the company a way to turn some of that sports interest into sportsbook users.
That approach could be especially useful with CFL fans, where theScore already has strong brand recognition as a Canadian sports company.
The CFL is a niche market with a smaller audience that can give operators a chance to target fans more directly.
The biggest challenge for Ontario and Alberta sportsbooks like theScore Bet is to compete against industry giants like DraftKings and FanDuel. That’s why leaning into its Canadian roots with its partnership with the CFL is so important for theScore Bet.
Canadian football has a loyal audience and strong local followings in several parts of the country. Alberta is a good example, with the Calgary Stampeders and Edmonton Elks giving operators two local teams to build around. Ontario is as well, including the Toronto Argonauts, Hamilton Tiger-Cats, and Ottawa Redblacks.
That becomes more important now that both Ontario and Alberta have competitive iGaming markets. Sportsbooks need reasons for users to pick their platform instead of one of the many alternatives. Dominating the CFL conversation is one way to do that.
theScore Bet isn’t the only sportsbook connection to Canadian football. DAZN has also increased its CFL presence. That fits with how DAZN Bet is trying to stand out in Ontario and Alberta by using the company’s sports streaming business as a selling point.
DAZN’s selling point is different from theScore Bet’s. A DAZN user can watch sports through the streaming service while using DAZN Bet to wager. That can be especially useful for live betting, where users may want to follow the action while odds change throughout the game.
DAZN has also secured the exclusive Canadian rights to CFL Saturday Night Football beginning in 2027. That gives the company another chance to put its betting brand in front of people who already watch the league.
Both are examples of sportsbooks trying to stand out in the Canadian market.
Loading …
