Play Alberta is continuing to expand its reach through a deal with an NHL franchise.

Alberta’s exclusive online gambling provider has announced a partnership extension with the Edmonton Oilers that makes it the exclusive sports betting and online gaming partner of the franchise.

As part of the deal, Oilers home jerseys will feature Play Alberta logos. The pact will also see logos for GameSense, Alberta Gaming, Liquor & Cannabis’ (AGLC) responsible gambling program, on player helmets for each home game.

“Play Alberta is proud to continue its partnership with the Edmonton Oilers over the next several seasons,” said AGLC CEO Kandice Machado. “We value our patrons and the fans of the Oilers and are thrilled to see PlayAlberta.ca, Alberta’s trusted gambling platform along with the best-in-class responsible gambling program, GameSense, as prominent fixtures on the Oilers uniforms.”

Play Alberta has extended its partnership with the Oilers following a strong end to the 2023-24 season for the franchise.

The Oilers finished the season with a 49-27-6 record and would make it to the Stanley Cup Final after defeating the Dallas Stars in six games to win the Western Conference. The Oilers would eventually fall in the Stanley Cup Final to the Florida Panthers. The seven-game series marked the first Stanley Cup championship for the Panthers.

That run resulted in Play Alberta’s biggest uptick in betting activity in its four years of existence. AGLC VP of Gaming Dan Keene told Canadian Gaming Business that both the number of bettors and the volume and handle of wagers increased round by round as the Oilers progressed through the playoffs. Play Alberta broadened its hockey betting markets to capitalize on Oilers fever.

Play Alberta solidifies sports presence

Play Alberta has secured an extension with the Oilers after landing a unique partnership in July with the Calgary Stampede. As part of the deal, Play Alberta is the exclusive iGaming and sports betting partner of the Stampede and is providing bettors with new betting markets on the event.

Its branding is visible across Stampede events, including at the chuckwagon finish line and pit signs along the rodeo’s exterior wall. Last year, the AGLC’s gambling site generated $235 million in net sales. The results were a $42 million increase compared to 2022-23.

Meanwhile, Play Alberta will launch a sportsbook-focused app this fall as it continues to expand its sports betting operations.