bet365 has entered Alberta’s regulated iGaming market and paired the launch with a partnership with the Canadian Football League, becoming an Official Sports Betting and Online Casino Partner in Ontario and Alberta. The deal will run through the season and includes premium CFL content, broadcast-visible media, digital storytelling and fan-facing experiences.
In its announcement, the company said the move extends its Canadian presence beyond Ontario as it expands in Alberta. Customers in the province can access competitive odds, live betting, the Early Payout Offer and a casino platform.
The launch also brought Sub On Play On, a promotion that automatically moves eligible player-proposition wagers to an in-game substitute if the original player is replaced, keeping the bet alive. The offer covers markets such as anytime goalscorer, assists and player shots. It generated about $40 million in payouts globally in the first 10 days of the 2026 FIFA World Cup.
Alberta’s new iGaming market went live on Monday with 22 operators approved on day one and more than 50 approved overall, according to Gaming Intelligence. The province is following Ontario’s move to a regulated, multi-operator model, while the Alberta iGaming Corporation conducts and manages the commercial market and the Alberta Gaming and Liquor Commission regulates it.
The framework traces back to the iGaming Alberta Act, or Bill 48, introduced by the minister of service Alberta and red tape reduction, Dale Nally, in spring 2025. It requires operators to put player protection and social responsibility first, and gives Albertans access to financial and time limits, gaming activity statements and a provincewide self-exclusion program across regulated online platforms, casinos and racing entertainment centres.
Operators must also intervene when signs of high-risk gambling behaviour emerge, and they are barred from targeting minors or vulnerable people in advertising and marketing. Under the rules, 20% of net revenue from approved online gambling sites will be reinvested into Alberta’s General Revenue Fund, with 3% of total gross gaming revenue reinvested directly, including 2% for First Nations and 1% for social responsibility initiatives.
Trip Stoddard, bet365’s head of development, said Canada is a key market and that cementing the brand’s presence in Alberta marks another milestone in its long-term commitment to Canadian sports fans. He added that the company is proud to work alongside Alberta’s regulators to give fans a trusted platform through a responsible, world-class experience. The 2026 CFL season will culminate in the 113th Grey Cup in Calgary on Nov. 15.
