Play Alberta has signed a long-term partnership with Calgary Sports and Entertainment Corp. (CSEC), owner of multiple professional sports teams in the Canadian province.
The agreement sees Alberta’s only regulated iGaming site become the exclusive sports betting and online gaming partner of four Calgary-based sports teams across three different sports.
The NHL’s Calgary Flames will feature the Play Alberta brand on their home jerseys, while Alberta Gaming, Liquor and Cannabis (AGLC)’s responsible gambling program, GameSense, will appear on the team’s home helmets.
Three other Calgary-based professional sports teams will feature the Play Alberta logo on their uniforms; Canadian Football League club The Calgary Stampeders, American Hockey League club The Calgary Wranglers, and the National Lacrosse League’s The Calgary Roughnecks.
“There’s significant importance now to showcase meaningful responsible gambling efforts in the iGaming industry,” said AGLC chief executive Kandice Machado. “I’m proud of our initiatives to provide GameSense with such a visible platform.
“GameSense promotes healthy gambling habits online and in person and including AGLC’s responsible gambling platform over the course of this partnership is a huge accomplishment.”
Through the partnership, Play Alberta and CSEC will develop unique partnerships and in-arena giveaways during the season.
Robert Hayes, president and chief executive of CSEC, commented: “Through GameSense, our partnership with Play Alberta equips our fans with the knowledge required if they wish to participate in gaming while they support their home team.
“We are both proud and excited to extend our relationship with Play Alberta that makes cheering for our teams that much more fun while also generating revenue to support the quality of life for Albertans.”
The CSEC partnership follows Play Alberta’s recent deal to serve as the exclusive sports betting and online gaming partner of the NHL’s Edmonton Oilers.