The Canadian Football League (CFL) has announced 888 as its newest official authorized gaming operator and advertising partner in Ontario.

Confirmation of the CFL’s deal with the global betting and gaming company follows similar agreements struck with NEO.bet and FanDuel in recent months.

The league is also continuing to explore additional partnerships.

“The CFL’s unique brand of fun, fast and entertaining football soars to new heights in the fall,” said Tyler Mazereeuw, Chief Commercial Officer of the CFL.

“The changing colours of the leaves bring greater intensity, more electrifying action and even bigger stakes to the football field.

“Our partnership with 888 offers another way for our incredible fans to enjoy our great game and take in the excitement.”

As an official authorized gaming operator of the CFL, 888casino.ca – 888’s Canadian casino site – will also begin placing advertisements within Ontario’s stadiums, via TV broadcasts and on the CFL’s digital domains.

Furthermore, 888 will present the fall’s marquee matchups featuring a number of the league’s biggest clashes, known as ‘888 Rivalry Games’. The games featured are:

• Saturday, September 23 at 7 p.m. ET – Hamilton at Toronto
• Saturday, September 30 at 4 p.m. ET – Montreal at Ottawa
• Saturday, October 14 at 7 p.m. ET – Ottawa at Toronto
• Saturday, October 28 at 7 p.m. ET – Toronto at Ottawa

“The CFL and 888 are the perfect match,” added Roi Nadler, Head of Canada at 888.

“Through our high-quality, entertaining and exciting games, we are committed to delivering an exceptional experience, ensuring CFL fans can find ways to keep the action going, even once the matches are over.”

888 also expressed support for the league’s high standards for game integrity and responsible gaming practices.

Elsewhere, the CFL recently joined the NBA and MLS in backing the Quebec Online Gaming Coalition’s (CQJL) call for a new regulatory framework for Quebec online sports betting.