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  • Beginning this fall, theScore and Canlan Sports are teaming up to cross-promote their respective digital platforms
  • Canlan will provide theScore with sport-surface title sponsorship in all six of Canlan’s Ontario sports venues
  • theScore also secures rights to promote its properties across Canlan’s extensive adult participant network
  • Canlan Sports will tap into theScore’s massive digital media footprint to promote its sports and recreational brand
  • Canlan Sports is the largest private sector owner and operator of 18 sports complexes, across Canada and the United States
  • Score Media and Gaming Inc. empowers sports fans through its digital media and sports betting products

theScore (SCR) is teaming up with Canlan Sports (ICE), Canada’s leader in recreational sports.

The companies are partnering in a deal that provides for cross-promotion across their respective digital platforms as well as on-site branding for theScore’s properties, including its mobile sportsbook theScore Bet’ via Canlan’s network of sports complexes throughout Canada.

With regulated online sports betting expected to commence in Ontario later this year, this deal provides for theScore to assume sport-surface title sponsorship in all six of Canlan’s Ontario sports venues. theScore also secures rights to promote its properties across Canlan’s extensive adult participant network, including tournament title sponsorships¬†for theScore Bet at Canlan’s adult rec hockey league (ASHL) tournaments. The ASHL boasts one of the world’s largest recreational hockey league player bases of more than 65,000 players annually.

In turn, Canlan Sports will tap into theScore’s massive digital media footprint to promote its sports and recreational brand to an audience of sports fans through theScore’s high-impact advertising assets.

The partnership is set to begin this fall.

As we introduce theScore Bet brand to the Ontario market, we are looking to activate in creative and impactful ways that engage large, endemic audiences and create authentic connections to our brand. As a homegrown Canadian company, we know how ingrained adult recreational hockey is in Canada’s culture, and there is no bigger player than Canlan Sports in the adult recreational hockey space,” said Aubrey Levy, Senior Vice President, Marketing, theScore.

“This deal allows us to meaningfully connect with a huge audience of adult sports fans as well as the culture and passion around recreational hockey, which of course will be implemented in a responsible fashion in accordance with regulatory requirements.”

“We support a safe, responsible and regulated sports betting market. And given theScore’s leadership position in digital sports media, we are very confident that Canadians will benefit from this rapidly evolving, cutting edge industry. This collaboration allows us to continue building momentum for our digital transformation, gamification and enhancing the customer experience by introducing the Canlan Sports brand to wherever sports loving fans consume media,” stated Joey St-Aubin, President and CEO at Canlan Sports.

Canlan Sports is the largest private sector owner and operator of 18 sports complexes, across Canada and the United States.

Score Media and Gaming Inc. empowers sports fans through its digital media and sports betting products. Its media app ‘theScore’ is one of the most popular in North America, delivering fans highly personalized live scores, news, stats, and betting information from their favourite teams, leagues, and players. The Company’s sports betting app ‘theScore Bet’ delivers an immersive and holistic mobile sports betting experience and is currently available to place wagers in New Jersey, Colorado, Indiana and Iowa.

Canlan Ice Sports Corp. (ICE) opened trading at C$3.90 per share.

Score Media and Gaming Inc. (SCR) opened at C$19.24 per share.

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