Canada: theScore and Canlan Sports enter cross-promotion partnership

With online sports betting expected to commence in Ontario later this year, Canada’s digital sports media, theScore, is teaming up with Canlan Sports, Canada’s recreation sports company.

This deal provides for theScore Bet to assume sport-surface title sponsorships in all six of Canlan’s Ontario sports complexes. theScore also secures access to promote its properties through media assets at Canlan’s other Canadian sports complexes, as well as activation across Canlan’s adult participant network, this includes tournament title sponsorships for theScore Bet of Canlan’s adult rec hockey league (Adult Safe Hockey League) tournaments. The ASHL boasts one of the world’s largest recreational hockey league player bases of more than 65,000 players annually.

In turn, Canlan Sports will tap into theScore’s digital media footprint across Canada with the ability to promote its sports and recreational brand to fans through theScore’s advertising assets. The partnership is set to commence this fall.

Aubrey Levy, Senior Vice President of Marketing at theScore, said: “As we introduce theScore Bet brand to the Ontario market, we are looking to activate in creative and impactful ways that engage large, endemic audiences and create authentic connections to our brand. As a homegrown Canadian company, we know how ingrained recreational hockey is in Canada’s culture, and there is no bigger player than Canlan Sports in the recreational hockey space. This deal allows us to impactfully connect theScore Bet with a huge audience of adult sports fans as well as the culture and passion around recreational hockey.”

Joey St-Aubin, President and CEO at Canlan Sports, commented: “We support a safe, responsible, and regulated sports betting market. And given theScore’s leadership position in digital sports media, we are very confident that Canadians will benefit from this rapidly evolving, cutting-edge industry. This collaboration allows us to continue building momentum for our digital transformation, gamification, and enhancing the customer experience by introducing the Canlan Sports brand to wherever sports-loving fans consume media.”