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Two household Ontario names, theScore Bet and the Toronto Blue Jays, have inked a trailblazing ten-year gaming partnership that gives the former exclusive national marketing rights across all gaming sectors. [Image: Shutterstock.com]
Historic first for Canada
A lively few days for Ontario’s newly regulated iGaming and online sports betting market is entering the weekend with a historic first for Canada.
the first of its kind in the country
theScore Bet and MLB’s Toronto Blue Jays inked a ten-year gaming partnership on Thursday; a deal that represents the first of its kind in the country, according to the Penn National Gaming subsidiary.
theScore Bet shared the news that it will serve as the official gaming partner of the Blue Jays via Twitter:
The tie-up represents theScore Bet’s maiden sponsorship of a major league sports franchise, as well as the Blue Jays’ first gaming partnership. Unpacking the deal reveals a whole host of exclusives for the Canadian iGaming and sports betting brand.
theScore Bet now has exclusive national marketing rights for the Blue Jays across all gaming sectors. This includes sports wagering, retail and online casino, and fantasy sports. The gaming firm will also benefit from in-stadium branding rights.
Feast for fans
In addition to branding rights, the pair will also collaborate on a high-end “365-days-a-year, flagship sports bar, and restaurant,” built at the Jays’ Rogers Centre. As of yet, they have not provided a timeline for the project.
Other benefits to the deal include the creation of team-related experiences, immersive premium seating areas on the baselines, and in-game features. Plus, theScoreBet will serve as the presenting partner of the Jays Care Foundation’s electronic 50/50 raffle program.
compelling new ways for sports enthusiasts to be a part of the game.”
Toronto Blue Jays President & CEO Mark Shapiro is cognizant of the importance of fan engagement, which he highlighted in the official news release. Referencing an “evolving” fan experience, Shapiro said theScore Bet deal will “offer compelling new ways for sports enthusiasts to be a part of the game.”
CEO of theScore Bet, John Levy, concurred, saying the Blue Jays partnership brought his firm “closer to a huge audience of passionate and engaged fans” in retail and digital contexts.
All go in Ontario
It has been full-steam ahead for the fledgling Ontario legal online iGaming and sports betting market since its launch on Monday. According to Play Ontario, at least 13 operators have now gone live in the province, including household names BetMGM, Caesars, BetRivers, FanDuel, PointsBet, and of course, theScore Bet.
theScore Bet has Toronto roots harking back to 1997 – something recognized by the Blue Jays president. He expressed excitement at partnering with a Canadian firm that “operates at the highest level of the industry and understands our role in Toronto and Canada.”
Toronto-based theScore Bet made its North American debut as a mobile sports betting platform in 2019. Penn National Gaming acquired the firm in October 2021.