theScore is teaming up with Canlan Sports, Canada’s leader in recreational sports. The Canadian born companies are partnering in a deal that provides for cross promotion across their respective digital platforms as well as on-site branding for theScore’s properties, including its mobile sportsbook ‘theScore Bet’ via Canlan’s prominent network of Sports Complexes throughout Canada.

With regulated online sports betting expected to commence in Ontario later this year, this deal provides for theScore to assume sport-surface title sponsorship in all six of Canlan’s Ontario Sports Complexes. theScore also secures access to promote its properties through valuable media assets at Canlan’s other Canadian sports complexes, as well as activation across Canlan’s extensive adult participant network. This includes tournament title sponsorships for theScore Bet of Canlan’s adult rec hockey league tournaments. The ASHL boasts one of the world’s largest recreational hockey league player bases of more than 65,000 players annually.

In turn, Canlan Sports will tap into theScore’s massive digital media footprint across Canada with the ability to promote its best-in-class sports and recreational brand to an audience of engaged and passionate sports fans through theScore’s high impact advertising assets. The partnership is set to commence this fall.

“As we introduce theScore Bet brand to the Ontario market, we are looking to activate in creative and impactful ways that engage large, endemic audiences and create authentic connections to our brand. As a homegrown Canadian company, we know how ingrained adult recreational hockey is in Canada’s culture, and there is no bigger player than Canlan Sports in the adult recreational hockey space,” said Aubrey Levy, Senior Vice President, Marketing, theScore. “This deal allows us to meaningfully connect with a huge audience of adult sports fans as well as the culture and passion around recreational hockey, which of course will be implemented in a responsible fashion in accordance with regulatory requirements.”

“We support a safe, responsible and regulated sports betting market. And given theScore’s leadership position in digital sports media, we are very confident that Canadians will benefit from this rapidly evolving, cutting edge industry. This collaboration allows us to continue building momentum for our digital transformation, gamification and enhancing the customer experience by introducing the Canlan Sports brand to wherever sports loving fans consume media,” stated Joey St-Aubin, President and CEO at Canlan Sports.