PointsBet Canada has signed a five-year exclusive partnership with curling governing body Curling Canada, that will grant PointsBet exclusive marketing rights for both sports betting and online casino games across all of Curling Canada’s broadcast and digital properties.

PointsBet will also become the title sponsor of the governing body’s Season of Champions event, and the betting company will be able to use Curling Canada’s logos in its advertising.

PointsBet Canada COO Nic Sulsky says the partnership will give PointsBet’s young Canadian operation an opportunity to reach a huge proportion of the population.

“Could you think a sport like that in the U.S. — that’s watched by nearly 35 per cent of the population — that an operator like us would be able to grab exclusive access to?” Sulsky said, per Yahoo! Sports. “Curling is watched by nearly 35 per cent of the Canadian population, and yet it’s relatively nascent to the gaming space… None of us have been shy about our excitement about becoming as authentically Canadian as possible. And if you’re going to talk that talk, you want to get your brooms on the ice as quickly as possible.”

PointsBet Canada CEO Scott Vanderwel added in a Curling Canada press release: “As one of the only true Canadian operators, it was important for PointsBet Canada to partner with organizations deeply rooted in our nation’s identity. Our partnership with Curling Canada will not only support community-based sports but bring curling fans an unprecedented experience from coast-to-coast-to-coast.”

“With the passing of legalized sports betting by the federal government this past summer, we knew that there would be many opportunities available for our sport to be part of a new, legal and regulated way for fans to enjoy our events,” said Katherine Henderson, chief executive officer of Curling Canada, in a release. “PointsBet’s track record speaks for itself, as the company has existing partnerships with a variety of highly regarded partners around the world, and we couldn’t be happier to enter into this new venture with an industry leader.”

This is the latest move by PointsBet’s Canadian division. The company recently announced a partnership with hockey-centric media company Daily Faceoff and The Nation Network.

Meanwhile, PointsBet Canada recently appointed former Bell executive Dave Rivers as vice president of marketing.