theScore Bet and Golf Canada will be pairing up for Canadian golf events for the next few years.

The sportsbook and the governing body have extended their existing partnership. theScore Bet will continue as the organization’s exclusive official gaming partner, including sponsorship of Canada’s marquee national golf championships, the RBC Canadian Open and CPKC Women’s Open.

The news coincides with the start of the Canadian Open at the Hamilton Golf and Country Club.

theScore Bet has been Golf Canada’s exclusive gaming partner since 2021. The union sees theScore Bet branding adorn the major events’ venues and the Penn-owned made-in-Canada sportsbook also creates a variety of digital and on-course activations, such as the Score BET Skyline Seats, the Hole Zero fan experience, and the Greenside Lounge.

The Hole Zero activation at the RBC Canadian Open last year featured a 150-yard par-3 hole built above No. 7 on the Thompson course. Participants could use a clubhouse, get a lesson from a golf pro and then play to compete for prizes.

Golf Canada’s senior director of partnerships Craig Sharp said the sportsbook has “consistently elevated the spectator experience” at its events.

“Golf Canada has been a tremendous partner over the last three years and we are extremely pleased to extend our relationship,” said Jason Birney, vice president of operations at Penn Interactive. “The RBC Canadian Open and CPKC Women’s Open are foundational, best-in-class events that we’re proud to align theScore BET brand with. Through our sponsorship and creative on-site activations, we look forward to providing golf fans with unique and memorable experiences in the years ahead.”

theScore Bet continues to perform

theScore Bet is one of the leading homegrown options for Ontario bettors and gamers in the province’s regulated gaming market.

Spun off from theScore’s flagship sports scores and news app, it competes for market share in Ontario with the likes of U.S. giants DraftKings and FanDuel and bug European brands such as bet365.

In Penn’s recent Q1 2024 earnings call, CEO Jay Snowden said that the Canadian brand continues perform “really well” in the Ontario market. The sportsbook is thought to hold a market share in the low double digits for both online sports betting and online casino.

Penn to embed betting functionality in theScore media app

Snowden also announced at the earnings call on May 2 that theScore will tie theScore Bet‘s betting experience directly into the brand’s media app in Ontario.

Until now, theScore‘s sports news and media app and its betting platform have been separate. Users can view odds in theScore app but must wager in the betting app.

However, theScore app users will soon be able to to track and place bets in the brand’s original sports app.

Snowden added that while the integration will only be introduced for theScore Bet in Ontario for now, the company intends to expand the feature to the U.S. for ESPN Bet.