theScore Bet Becomes Golf Canada’s First-Ever Official Gaming Partner

  • The deal announced on Wednesday covers the RBC Canadian Open and CP Women’s Open
  • theScore Bet will offer a variety of fan experiences at events, plus digital promotions
  • Single event sports betting will become officially legal in Canada on Friday, August 27
  • theScore Bet has been an official betting operator of the PGA Tour since March 2021
golf ball with Canada flag
theScore Bet has inked an exclusive agreement to become the official gaming partner of Golf Canada. [Image: Shutterstock.com]

An exclusive agreement

Toronto-based Score Media and Gaming Inc. has revealed that its Score Digital Sports Ventures (Canada) Inc. subsidiary, theScore Bet, has entered a partnership with Golf Canada. The deal will see theScore Bet become an official gaming partner of the golf organization.

Score Media and Gaming Inc. announced the multi-year partnership via Twitter on Wednesday:

This exclusive arrangement marks the first time that Golf Canada has had an official gaming partner and covers its National Open Golf Championships: the RBC Canadian Open and the CP Women’s Open. The partnership will come into effect in 2022 and will give theScore Bet access to Golf Canada’s significant events, as well as its digital channels.

Score Media and Gaming owns Canada’s most popular sports app, theScore. The company’s sports betting arm, theScore Bet, has sportsbooks live in four US states and is setting its sights on the soon-to-be-legal single event sports betting market in Canada. Golf Canada is the governing body for golf in the country, representing about 264,000 golfers and 1,400 golf clubs.

Through its role as the official gaming partner of the RBC Canadian Open and the CP Women’s Open, theScore Bet will be offering different types of on-site fan experiences. They will include members’ club experiences, in addition to digital activations through Golf Canada’s channels and tournaments.

Plenty to look forward to

Single event sports betting is officially coming to Canada on Friday when Bill C-218 comes into effect. The current expectations are that sportsbooks and iGaming platforms under the operation of private companies will begin in Ontario before the end of the year. The RBC Canadian Open and the CP Women’s Open will both take place in the province next year. In 2023 and 2024, the RBC Canadian Open will be held in Ontario’s Greater Toronto Area.

Single event sports betting is officially coming to Canada on Friday

Golf Canada chief commercial officer John Sibley said of the new partnership: “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.” He went on to mention that the betting operator will now have access to Golf Canada’s large membership of sports fans.

theScore senior vice president of content and marketing Aubrey Levy also commented on the deal, stating: “This partnership provides us with highly engaging access points to introduce theScore Bet to a broad and endemic audience of golf fans.” Levy also referenced the great opportunities that the operator will have with the country’s two biggest golf tournaments taking place in Ontario.

Expanding market presence

theScore Bet is the sports betting operation of Score Media and Gaming. The parent company first rose to prominence thanks to its highly popular sports media app, which offers fans personalized news, stats, and live scores on their favorite players and teams.  

theScore Bet has been an official betting operator of the PGA Tour since March 2021. The partnership covers both the United States and Canada markets. theScore Bet is already up and running in the US, with sportsbook operations in Colorado, Indiana, Iowa, and New Jersey, plus market access in other states.

Penn National Gaming is in the process of trying to acquire Score Media and Gaming for approximately $2bn, in a deal that could close in the first quarter of 2021.