Evoke plc is expanding its reach across the Great White North through a contract extension with the Canadian Football League (CFL).

The sports betting and gambling company, formerly known as 888 Holdings Limited, has extended its partnership with the CFL to remain an authorized gaming operator of the league. The extension builds on Evoke’s well-established relationship with Canada, where it has operated since 1997. Evoke and the CFL first began collaborating in 2023 after agreeing to an official partnership deal.

“888 has opened the doors to new sports wagering and entertainment opportunities for CFL fans, and we’re thrilled for the possibilities ahead as we build upon this partnership and engage more audiences across Ontario,” said CFL Chief Revenue Officer Tyler Keenan.

As part of the extended partnership, Evoke has provided Canadian football fans with the opportunity to test their CFL knowledge through Pre-Season Futures, a free-to-play predictor game for the 2024 season.

The company will also see its 888casino brand have advertising appear on CFL sidelines and broadcasts that feature the league’s three Ontario-based clubs. The clubs are the Hamilton Tiger-Cats, the Ottawa Redblacks and the Toronto Argonauts. 888casino will also have marketing throughout the CFL’s East Division postseason games in November.

CFL commissioner voices opinion

The CFL is extending its deal with Evoke as the league’s commissioner voices his opinion regarding a national framework for gambling-related advertising. Lawmakers in Canada recently heard Bill S-269, which proposes a national standard for sports betting ads.

“While Bill S-269 may be well-intentioned, we do not agree a national framework is required to regulate the advertising of sports betting in Canada,” said CFL Commissioner Randy Ambrosie in a letter to the Standing Committee on Transport and Communications.

He cited the CFL’s self-regulation of ads as a reason to bypass a national framework.