GolfCanada has agreed to a sponsorship deal with theScore, naming the latter’s sportsbook brand, theScore Bet, the first official gaming sponsor of the National Open Golf Championship. 

More about theScoreBet-GolfCanada Deal

In a joint press release on Thursday, GolfCanada acknowledged theScore as its new gaming partner until 2022. Under the terms of the agreement, the Toronto-based company will see its ScoreBet brand getting marketplace exposure in National Open Golf Championship competitions such as RBC Canadian Open and CP Women’s Open.

theScore Bet will be launching several marketing campaigns to connect with fans on-site and on other media platforms. Part of the plan includes introducing members club for its customers and a series of promotions via Golf Canada and the tournaments channels.

Ontario will be the site of the RBC Canadian Open and CP Women’s Open in 2022. After that, Greater Toronto Area will host the succeeding editions of the RBC Canadian Open in 2023 and 2024

theScore’s partnership with Golf Canada came at a crucial time as Canadian legislators push for the legalization of single-event sports betting with the passage of Bill C-218 on 27 August 2021. This particular piece of legislation will pave the way for the regulation of online sports betting and online casino products in Ontario later this year.

Quotes from the Press Release

Aubrey Levy, senior vice president of content and marketing, theScore, commented on the sponsorship deal:

“We are proud to be Golf Canada’s first ever gaming partner and align theScore Bet with their organisation and Canada’s marquee professional men’s and women’s golf events.”

“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.”  

John Sibley, Golf Canada’s chief commercial officer, added: “We are thrilled to welcome theScore Bet as Golf Canada’s first Official Gaming Partner. 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.”