One of the marquee legal sports betting operators in the world is lending its name to some of the marquee games in the Canadian Football League this fall.
The CFL announced this week that 888 will be the "Official Authorized Gaming Operator" for the league. The sports betting site offers Ontario bettors a player-centric experience and will sponsor the 888 Rivalry Games, which will feature East Division teams squaring off in playoff-determining matchups.
“The CFL’s unique brand of fun, fast, and entertaining football soars to new heights in the fall,” said CFL Chief Commercial Officer Tyler Mazereeuw. “The changing colours of the leaves bring greater intensity, more electrifying action, and even bigger stakes to the football field. Our partnership with 888 offers another way for our incredible fans to enjoy our great game and take in the excitement.”
888 and the CFL will kick off their partnership with Saturday’s matchup between the Hamilton TigerCats and the Toronto Argonauts. Other 888-sponsored games include Montreal at Ottawa, Ottawa at Toronto, and Toronto at Ottawa to end the regular season.
Fans will see 888 advertisements with signage at the stadium, during broadcasts, and on the CFL’s digital platforms.
“The CFL and 888 are the perfect match,” said 888’s Head of Canada Roi Nadler. “Through our high-quality, entertaining, and exciting games, we are committed to delivering an exceptional experience, ensuring CFL fans can find ways to keep the action going, even once the matches are over.”
CFL's other partnerships
The CFL has been busy lately in partnering with sportsbooks. The league signed a deal with FanDuel back in June, which operates throughout North America, in June, followed by another one with NEO.bet in August.
BetRegal was named the official sports gaming partner in 2021, but the site has yet to receive a license to operate in Ontario.
The CFL institutes a Match Manipulation Policy that promotes responsible gaming and game integrity, which 888 fully supports. The pro football league has also teamed with the NBA and Major League Soccer to create a competitive market for sports betting in Quebec.
888 brings status to the CFL
888 already has a strong presence both globally and in North America.
Parent-company 888 Holdings owns the renowned brands William Hill and William Hill Las Vegas. The gaming company also operates online betting sites 888sport, Mr. Green, and SI Sportsbook.
888 boasts more than 20 licensed jurisdictions in over 100 countries and more than five million customers. On September 13, 888 Holdings also announced Friday that it hired Sean Wilkins, previously of SuperBet, to take over as Chief Financial Officer.
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