Score Media and Gaming (theScore) is teaming up with Canadian recreation sports provider Canlan Sports in a partnership that is set to begin this fall.
The agreement will allow for cross-promotion across each company’s respective digital platforms as well as on-site branding for theScore’s properties, including its mobile sportsbook ‘theScore Bet’ via Canlan’s prominent network of Sports Complexes throughout Canada.
theScore Bet will assume sport-surface title sponsorships in all six of Canlan’s Ontario Sports Complexes as online sports betting commences in Ontario later this year.
Aubrey Levy, Senior Vice President, Marketing, theScore, commented: “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.”
The firm also secures access to promote its properties through media assets at Canlan’s other Canadian sports complexes, as well as activation across its adult participant network.
This includes tournament title sponsorships for theScore Bet of Canlan’s adult rec hockey league (ASHL) tournaments, which boasts one of the world’s largest recreational hockey league player base of more than 65,000 players annually.
Meanwhile, Canlan Sports will utilize theScore’s digital media footprint across Canada with the ability to promote its sports and recreational brand to an audience of sports fans through the firm’s advertising assets.
Joey St-Aubin, President and CEO at Canlan Sports, added: “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.”