The Canadian Football League (CFL) unveiled its new mobile app this week, with sports betting operator theScore Bet as its presenting partner.
As part of the national partnership between the league and the PENN Entertainment-owned gaming brand that was announced earlier this year, theScore Bet became not only one of several authorized gaming operators of the league but also the sponsor of its app.
That app hit the Apple Store and Google Play Store on Tuesday, Sept. 8. The partnership with theScore Bet includes visible branding for the gaming operator throughout the app, as well as scoreboard and betting odds integrations across the CFL app, theScore’s legacy sports media and news app, and theScore Bet sportsbook platform.
“The importance of modernized technology cannot be overstated in today’s sporting landscape,” said CFL Commissioner Stewart Johnston. “As expectations evolve and fandom deepens, it’s essential that we deliver a mobile-first experience that meets people where they are. The new CFL app puts the league, our teams and our players at fans’ fingertips, making it easier than ever to discover, follow and engage with Canadian football.”
“As presenting partner, theScore Bet is proud to support the new CFL app,” added PENN Interactive VP of Marketing Justin Hergianto. “It’s an exciting step forward for the league and how fans can follow the sport.”
theScore Bet and CFL’s extensive partnership
The deal between the league and theScore Bet, which Canadian Gaming Business first reported in June, includes much more than just sponsorship of the app.
The operator is not only an official authorized gaming operator of the league but is also an official betting and online casino partner in Ontario and Alberta, the two provinces in which commercial iGaming has been legalized.
The operator gets branding and visibility across league platforms as well as the opportunity to offer fan activations throughout the remainder of the 2026 season, which ends with the 113th Grey Cup on Nov. 15 in Calgary, and beyond. It is also the presenting sponsor of the league’s free-to-play season-long fantasy game, CFL Fantasy.
Meanwhile, theScore’s legacy media app will also expand its CFL coverage through enhanced league content and more fan engagement initiatives.
“The CFL occupies a special place in Canadian sports culture, making this a natural partnership for theScore Bet and theScore,” said Hergianto earlier this year. “As Canada’s Sportsbook, we’re proud to partner with Canada’s league to create more connected experiences for fans.”
CFL signs up multiple gaming partners
The partnership with PENN’s theScore Bet is not exclusive, and the operator is far from the only betting brand affiliated with the Canadian league.
FanDuel has been a partner of the CFL since 2023 and recently renewed that deal. The league also last year unveiled a multi-year deal with Soft2Bet’s Canadian B2C brand ToonieBet, and it also has a newer deal with bet365, which was confirmed around the time that Alberta opened its new regulated iGaming market in July.
Meanwhile, sports streaming giant DAZN announced recently that it will become the exclusive Canadian broadcaster of CFL Saturday Night Football games starting in 2027. DAZN’s gaming platform, DAZN Bet, launched in both Ontario and Alberta this summer.
Alberta’s launch increased the appeal of CFL partnerships for sportsbooks (and vice versa) given that two popular teams in the league are based in the province: the Calgary Stampeders and the Edmonton Elks.
“Alberta is home to some of the most passionate football fans in Canada, making this an exciting time to welcome theScore Bet to our CFL family of partners,” said the CFL’s Chief Revenue Officer Tyler Keenan earlier this year. “With Calgary set to host the 113th Grey Cup, this partnership creates even more opportunities for fans to engage with our game and be part of the excitement.”
