Expanded Local Presence
Alberta Gaming, Liquor and Cannabis (AGLC) announced on Thursday that the Play Alberta platform is now the official sports betting partner of the Canadian Football League’s (CFL) Edmonton Elks.
As Alberta continues to prepare for the arrival of commercial online sports betting, the province’s government-run gambling platform, Play Alberta, is strengthening its ties with professional sports teams and expanding its presence in local sports.
Under a newly signed multi-year agreement between the football team and the gambling company, the field at the Elks’ home ground, Commonwealth Stadium, will be rebranded as Play Alberta Field for all Elks home games. The deal also includes elements to enhance the game-day experience for fans such as fan contests and interactive in-game activations. There is also room for further branding opportunities such as sponsorship boards and on pitch advertisements.
Kandice Machado, AGLC CEO, said that since the launch of Play Alberta five years ago, the organisation has prioritised connecting with communities where Alberta players live and work. She emphasised the excitement surrounding the opportunity to collaborate with Elks on game days. She called the rebranded stadium a chance to unite two brands rooted in Alberta’s identity at a historic location such as Edmonton.
Deep Connections
The Edmonton Elks President and CEO, Chris Morris, highlighted that the partnership goes beyond naming rights. He explained that the collaboration aims to foster deeper connections with fans and communities. He noted that Play Alberta’s values and commitment to giving back are closely aligned with those of the Canadian football team.
The agreement with the Elks is just the latest in a growing list of sports partnerships for Play Alberta, which is currently the province’s only online sportsbook. In addition to its new alliance with the Elks, Play Alberta sponsors the home jerseys of both the province’s NHL teams. The Edmonton Oilers and Calgary Flames both display the Play Alberta logo on their main playing shirt. The site was also the official sports betting platform of the Calgary Stampede last year.
Through an arrangement with the Calgary Sports and Entertainment Corporation (CSEC), the government-run sportsbook also has sportsbook partnerships with the Flames, AHL’s Calgary Wranglers, NLL’s Calgary Roughnecks, and the Stampede in the CFL.
These deals are intended to help increase Play Alberta’s brand awareness and visibility in the province, which could be valuable given the impending arrival of commercial competition.
