TheScore eyes Canadian inroads with Toronto Blue Jays partnership
Penn National subsidiary inks landmark 10-year deal with Ontario-based MLB side
TheScore has agreed a 10-year exclusive deal to become the official gaming partner of the MLB side the Toronto Blue Jays.
The partnership is the Penn National Gaming subsidiary’s first professional team sponsorship and feeds into theScore’s ambitions to dominate the newly-launched Ontario igaming and sports betting market.
Under the terms of the deal, theScore Bet brand is granted exclusive national marketing rights which extend across sports betting, casino, online casino and fantasy sports.
The Blue Jays and theScore Bet also plan to create a branded, premium, 365-days-a-year, flagship sports bar and restaurant at Rogers Centre that will serve as an entertainment hub and destination for fans.
In addition, the partnership features exclusive in-stadia and digital offerings to be utilized through various sponsorship elements including two immersive premium seating sections on the baselines, extensive in-stadium branding and in-game features as well as via team-related experiences.
TheScore Bet has also been designated as the presenting partner of the Jays Care 50/50 program.
TheScore CEO John Levy welcomed the exclusive partnership, highlighting the sportsbook’s strategy of utilizing its Canadian roots to attract new players.
“This is a foundational partnership with a team and organization that is deeply embedded in our country’s sports culture,” Levy said.
“Teaming with the Blue Jays opens up exciting new exclusive marketing opportunities and brings theScore Bet even closer to a huge audience of passionate and engaged fans, both on-site at Rogers Centre and online across our platforms.
“With our combined loyal audiences and brand affinity in Ontario, we believe this deal will establish a new standard for team and gaming operator relationships as we pioneer innovative ways to experience and interact with the game.”
Levy continued: “We look forward to working with Mark, the partnerships team and the entire Blue Jays organization on what we know will be a mutually rewarding and successful partnership for many years to come.”
Despite being based in Toronto, Canada, the Blue Jays compete in MLB as a member club of the American League East Division.
“The fan experience is evolving and this monumental partnership with theScore Bet offers compelling new ways for sports enthusiasts to be a part of the game,” Toronto Blue Jays president and CEO Mark Shapiro said.
“We are excited to be partnering with a Canadian company that operates at the highest level of the industry and understands our role in Toronto and Canada, to bring baseball to more fans nationwide,” he added.