The Canadian Football League has signed another important strategic partnership with a gambling operator. This time, the league has joined forces with 888, making it its latest official authorized gaming operator and advertising partner in Ontario. A highlight of the collaboration is the 888 Rivalry Games, which will be marquee matchups with some of the league’s biggest games.
Established back in 1997, 888 utilizes proprietary technology and unique content to provide a player-centric experience across its leading Casino, Sports and Poker verticals. As an officially authorized gaming operator to the league, 888casino.ca will be also allowed to display advertisements on Ontario grounds, via TV broadcasts and on CFL’s digital channels.
Enhancing Experience for Fans
Roi Nadler, Head of Canada at the betting operator commented their brand and the CFL are a perfect fit. He explained that via top-quality, entertaining and thrilling titles, the operator is devoted to providing a one-of-a-kind experience. Mr. Nadler said that all of that ensures that football fans will be able to find ways to keep the action going, even after games have ended.
On top of delivering a unique gaming experience, the operator will also launch a fall slate of the CFL’s premium contests as the season progresses toward the postseason and the Grey Cup championship. Its 888 Rivalry Games will include every East Division team facing playoff berths and seeding on the line, including the final game of the regular season between the Toronto Argonauts and the Ottawa Redblacks.
Tyler Mazereeuw, Chief Commercial Officer of the CFL said that the league’s unique brand of fast and entertaining football will rise to new heights in the fall. He remarked that the changing colours of the leaves will bring more breath-taking football action and even larger stakes on the fields. He believes the partnership will provide another way for fans to enjoy the sport.
Just like all of its partners, the operator also respects the league’s high standards for game integrity and responsible gambling. CFL’s Match Manipulation Policy helps the league nine member clubs protect against fears of competition manipulation. Previously, the league and the Canadian Centre for Ethics in Sports launched an online course to educate players and personnel on the policy.
Football fans who are above the legal iGaming age of 19 or older, can place their bets on the CFL via 888sport.ca and the 888 mobile apps. The operator was licensed to join the province’s regulated sector in March 2022. Its 888 Rivalry Games will be hosted on September 23 – Hamilton at Toronto, September 30 – Montreal at Ottawa, October 14 – Ottawa at Toronto, and October 28 – Toronto at Ottawa.
Partnering with FanDuel
Previously, CFL also partnered with Flutter Entertainment’s FanDuel. The collaboration was inked and announced this June, and the operator became the first authorized gambling operator and an official sportsbook partner to the league. As per the agreement, FanDuel now offers a premium CFL betting experience including various in-game player props.
Source: “888 Signs on as an Official Authorized Gaming Operator of the CFL” CFL, September 21, 2023