bet365 enters Alberta, signs CFL partnership

• bet365 has officially entered Alberta’s newly regulated iGaming market, bringing its sportsbook and casino platform to the province.
• The operator has signed a multi-year deal naming it an Official Sports Betting and Online Casino Partner of the Canadian Football League in Ontario and Alberta.
• The partnership runs through the 2026 CFL season, which closes with the 113th Grey Cup in Calgary on November 15, 2026.

bet365 has entered Alberta’s regulated iGaming market, expanding its Canadian footprint beyond Ontario as the province’s new framework opens on July 13, 2026. Alongside the launch, the operator has confirmed a multi-year partnership with the Canadian Football League.

Alberta market entry

Albertans can now access bet365’s full sportsbook and casino offering, including competitive odds, live betting and its Early Payout Offer, which pays out winnings early when a bettor’s team builds a decisive lead. bet365 had already secured its place as a day-one Alberta operator after registering with the AGLC in May, and it now joins a broader field of sportsbooks going live in Alberta on the same day.

The rollout builds on bet365’s existing regulated presence in Ontario, where it previously expanded its live casino offering through Ezugi.

The launch also brings bet365’s Sub On Play On promotion to the province. The feature automatically carries player-prop wagers, including anytime goalscorer, assists and shots props, onto a substitute player if the originally backed athlete is subbed out, keeping the bet alive for the rest of the match.

According to bet365, the promotion has already gained traction internationally, contributing to roughly $40 million in payouts worldwide during the first ten days of the 2026 World Cup, shortly after bet365 added a progressive jackpot to its betslip ahead of the tournament.

Trip Stoddard, Head of Development at bet365, said:

“Canada is a key market for bet365, and cementing our brand’s presence in Alberta marks another milestone in our long-term commitment to Canadian sports fans. We’re proud to work alongside Alberta’s regulators to give fans a trusted platform to engage with the sports they love through a responsible, world-class experience.”

CFL partnership expands

bet365 has also been named an Official Sports Betting and Online Casino Partner of the Canadian Football League, covering both Ontario and Alberta. The agreement gives the operator access to premium CFL content, broadcast-visible media, digital storytelling and fan-facing activations throughout the season.

The deal adds a Canadian football tie-up to bet365’s growing North American sponsorship roster, which already spans partnerships across major sports leagues and franchises in the region.

Grey Cup spotlight

The partnership lands as the 2026 CFL season builds toward the 113th Grey Cup, set for McMahon Stadium in Calgary on Sunday, November 15. As Canada’s largest single-day sporting event, the game gives bet365 a high-profile moment to engage fans during the CFL’s championship weekend.

The Alberta launch and CFL deal also follow bet365’s recent “Winning is Everything” brand campaign, which the operator says reflects its focus on competitive play alongside responsible gambling messaging. bet365 says it offers betting across more than 96 sports and streams over a million live events annually, with responsible gambling tools such as spend and session limits built directly into its app.

With Alberta joining Ontario as Canada’s second privatised iGaming market, bet365’s simultaneous market entry and league partnership show a clear push to deepen its presence across the country’s regulated betting landscape ahead of a packed fall sports calendar.