bet365 Expands in Canada With Alberta Launch and CFL Deal
bet365 launched its sportsbook and online casino in Alberta on 13 July and extended its regulated Canadian footprint beyond Ontario. The operator joined several other European brands that went live in Alberta’s newly established iGaming market on the same day. Around 70 operator sites had applied to enter the market ahead of launch.
The Alberta rollout gives customers access to bet365’s sportsbook, live betting products, Early Payout feature and online casino. The company has also introduced its Sub On Play On promotion in the province.
Player-prop bets transfer automatically to an in-game substitute whenever the original player leaves a match. It applies to markets such as goalscorer, assists and player shots.
The promotion generated about $40 million in global payouts during the first 10 days of the 2026 World Cup, according to bet365.
Trip Stoddard, Head of Development at bet365, said the Alberta launch marks another step in the operator’s long-term Canadian strategy.
“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,” Stoddard said.
CFL Partnership Supports Canadian Expansion
As part of the wider expansion, bet365 has also become an official sports betting and online casino partner of the CFL in Alberta and Ontario.
The agreement covers CFL content, broadcast-visible media, digital storytelling and select fan-facing experiences during the season. It also places bet365 around the 113th Grey Cup, set to take place in Calgary on 15 November 2026.
It also gives the operator a national sports asset as it builds awareness outside Ontario, and provides a local marketing route during Alberta’s first months as a regulated commercial iGaming market.
SBC News reported that bet365 accepted bets from 7:00am Mountain Time on launch day. Caesars Entertainment, DraftKings, PENN Entertainment and Rush Street Interactive were also live at that stage.
💡TGJ Take
For bet365, Alberta is part of a broader Canadian strategy rather than a standalone launch. The CFL deal gives the operator local sports visibility in both regulated provinces and cuts its reliance on product-led marketing alone. Rival operators now face pressure not just to launch quickly but to lock in Canadian media and sports partnerships before the strongest inventory disappears. Affiliates should also expect Alberta-specific campaigns from bet365 tied to the CFL season and the Grey Cup.
