Under the agreement, both brands will benefit from cross promotion across their respective digital platforms, while theScore’s properties, including its theScore Bet mobile sportsbook, will have a branding presence at Canlan’s network of Sports Complexes throughout Canada.
This will include theScore Bet becoming the new title sponsor of Canlan’s adult recreational hockey league (ASHL) tournaments, which welcome more than 65,000 players each year.
theScore will also benefit from activation across Canlan’s adult participant network.
In return, Canlan will tap into theScore’s digital media footprint across Canada to promote its sports and recreational brand to consumers.
The new partnership is scheduled to commence this fall, beginning with theScore assuming sport-surface title sponsorship in all six of Canlan’s Ontario Sports Complexes.