TheScore Bet and Toronto Blue Jays sign exclusive gaming deal
TheScore Bet sign exclusive deal with Toronto Blue Jays
As the 2022 MLB regular season gets underway, investors and stakeholders with one of Canada’s tops sports media companies have a lot to celebrate. The reason for the celebrations is a new theScore Bet–Toronto Blue Jays partnership. With the agreement, theScore Bet gains exclusive exposure to the fan base of Canada’s only MLB franchise. Part of this deal makes it especially valuable for theScore Bet, too.
Blue Jays join forces with theScore Bet
According to a press release, this deal covers both physical and digital real estate. It is entirely new territory for both parties as well. theScore Bet is the Blue Jays’ first gambling partner. In turn, the Blue Jays are the gaming companies’ first professional team sponsorship.
As per the terms of the deal, theScore Bet gets marketing rights across Canada in all gaming categories. Additionally, the two will work together to create a branded sports bar at Rogers Centre. Fans will also see marketing for theScore Bet on the Blue Jays’ digital channels and around Rogers Centre.
Those in-stadium features will include in-game activations and premium seating sections on both baselines. theScore Bet also becomes the presenting sponsor of the Jays Care 50/50 program.
John Levy, CEO theScore Bet, said they are “thrilled to make Canada’s baseball team our long-term partner.” He added that this is a foundational partnership with a team that is “deeply embedded in our country’s sports culture.” Levy stated that they feel the deal will “establish a new standard for team and gaming operator relationships” as they search for new ways to experience and interact with the game.
Big move for theScore Bet
The most striking word in this announcement is exclusive. Parties retain the right to negotiate similar partnerships with partners’ competitors in similar deals. For example, the MLB has official sportsbook partnerships with seven separate brands.
The exclusivity of this agreement brings a lot of value to both parties. theScore Bet knows the Blue Jays won’t deliver exposure to any of its competitors. With that said, theScore Bet likely paid a premium for that exclusivity.
This announcement is perfect timing as the MLB season has just started, while on Monday, licensed online sportsbooks and online casinos went live in Ontario.
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