theScore Bet Partners With Golf Canada
The subsidiary of the oldest sports betting company in Cyprus, theScore Bet, has revealed that it is set to become the official betting partner of Golf Canada — the governing body for all professional golf in Canada. The multi-year deal is scheduled to begin in 2022.
theScore Bet will become the official betting partner of Golf Canada — the governing body for all professional golf in Canada. The multi-year deal will begin in 2022. ©422737/Pixabay
Partnership Will Entail Members Club Experiences for Customers
TheScore Bet, which is the subsidiary of Cyprus’ oldest sports betting company Score Media and Gaming (theScore), has announced the finalizing of a deal in which it will become the official betting partner of Golf Canada — the governing body for all professional golf in Canada.
The partnership will take the form of a multi-year deal which is currently scheduled to begin next year, in 2022. TheScore Bet will act as Golf Canada’s official gaming partner, as well as the Canadian organization’s National Open Golf Championships, CP Women’s Open and the RBC Canadian Open.
What the deal will actually look like for both theScore Bet players, as well as Canadian golf fanatics, are exclusive brand partnerships across all of Golf Canada’s events. These will include features such as the creation of members club experiences for Golf Canada customers, as well as engaging fans through digital activations across tournament and Golf Canada channels.
Deal is Amazing Opportunity to Interact with Canadian Golf Fans
Senior vice president of content and marketing at theScore, Aubrey Levy, heralded the sports betting provider’s partnership with Golf Canada as a unique opportunity for the brand to engage directly with Canada’s highly active golf fanbase:
“This partnership provides us with highly engaging access points to introduce theScore Bet to a broad and endemic audience of golf fans. 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.”– Aubrey Levy, President of Content and Marketing, theScore
For its part, Golf Canada’s chief commercial officer John Sibley praised theScore’s widespread presence in the sports betting world, emphasizing the association’s excitement in working with the storied brand:
“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.”
Single-Event Sports Betting Legal in Canada as of August 27th, 2021
The exclusive partnership between theScore Bet and Golf Canada is fortuitously timed, arriving just ahead of the implementation of Bill C-218, which finally legalizes single event sports betting in Canada. It is set to come into force starting from August 27th, 2021.
The momentous piece of legislation will allow sports bettors all across Canada to legally bet on a single sports event or match for the first time in the country’s legal gambling history.
Also known as the Safe and Regulated Sports Betting Act, it was introduced all the way back in April 2020 by House of Commons members Brian Masse and Kevin Waugh. Its goal was to amend Canada’s Criminal Code, which up until now had classified most forms of gambling under “lottery schemes” that can only be organized for charitable purposes.
Betting on sporting events themselves has in fact always been permitted in Canada. However, players were only able to bet through a parlay betting system, which operates in a way where multiple individual bets are lumped into one single bet.
The logic behind a ban on single event sports betting in Canada operated on the assumption that betting on single events may affect the integrity of a game. What is often glossed over in this history is that early attempts to legalize single-event betting were quelled due to strong opposition from professional sports leagues.
Sportsbook Operator PointsBet Selects New CCO for Canadian Market
In more recent Canadian gambling market news, renowned sportsbook operator PointsBet revealed in June 2020 that it would be appointing Nic Sulsky as its new chief commercial officer for Canada.
Sulsky used to be the president of Monkey Knife Fight, which is a daily fantasy sports provider acquired by Bally’s Corporation in January 2021. Prior to that, he helped co-found InGamer — an in-game fantasy sports platform that launched in partnership alongside CBC’s Hockey Night in Canada in 2010.
Sulsky expressed professional pride and excitement in joining major sportsbook player PointsBet as the news of his appointment broke in June:
“I’m thrilled to be joining PointsBet. This is an international company embracing what it means to be Canadian, and its commitment to providing a made-in-Canada platform for Canadian fans was the deciding factor for me in taking on this role.”
