Bet365 officially enters Alberta’s iGaming market and extends CFL partnership to Ontario and Alberta

Bet365 has announced its official participation in Alberta’s iGaming market, adding another Canadian regulated market to its North American footprint. For PSPs and operators, the useful part is simple: Alberta is now another province where sportsbook, casino, and brand-partnership execution all matter at the same time.

1. Bet365 said it is already active in Ontario and is now bringing its sportsbook and casino offering to Alberta. Customers in the province can access competitive odds, live betting, and Bet365’s Early Payout Offer, alongside its casino platform.
2. Trip Stoddard, head of development at Bet365, said Canada is “a key market” for the company and that Alberta marks another milestone in its long-term commitment to Canadian sports fans. He also said Bet365 is working with Alberta’s regulators to offer a “responsible, world-class experience.”
3. The company is also pushing its Sub On Play On promotion in Alberta. The mechanic is straightforward: player-prop wagers, including anytime goalscorer, assists, and player shots, roll over to the in-game substitute if the originally wagered player is replaced, so the bet stays alive for the rest of the match.
4. Bet365 said the promotion generated approximately $40 million in payouts globally during the first 10 days of the 2026 World Cup. That number is a reminder that promo design is not cosmetic; it can move real money quickly when it is tied to live sports behavior.
5. Separately, Bet365 announced a partnership with the Canadian Football League (CFL). As an Official Sports Betting and Online Casino Partner of the CFL in Ontario and Alberta, Bet365 will get premium CFL content, broadcast-visible media, digital storytelling, and select fan-facing experiences throughout the season.

The CFL angle matters because the 2026 season ends with the 113th Grey Cup in Calgary on Sunday 15 November. For market entrants and payment providers, that means Alberta is not just a licensing story; it is a calendar of high-volume sports moments where acquisition, retention, and payment acceptance all get tested in public.