bet365 Expands into Alberta and Seals CFL Partnership

bet365 has officially entered Alberta’s regulated iGaming market, extending its Canadian footprint beyond Ontario. This move gives Alberta players access to bet365’s online sportsbook and casino products from day one of the province’s regulated market, which officially opened on 13 July.

The operator joins a growing list of international brands entering Alberta, with the Alberta iGaming Corporation set to publish the full list of active operators. Around 70 operator sites had previously expressed interest in entering the province.

Several established European brands have also entered the market, including Entain through Sports Interaction and PartyCasino, evoke through 888 Casino, TonyBet, Super Group through Betway, Jackpot City, Royal Vegas, Ruby Fortune and Spin Casino, as well as BetVictor.

By 7:00am MT, bet365 was confirmed to be live alongside Caesars Entertainment, DraftKings, PENN Entertainment and Rush Street Interactive.

Operators compete for early market share as Alberta opens for business

DAZN Bet also confirmed its Alberta launch, expanding into its second Canadian province after entering Ontario last month.

“Alberta is an important milestone for DAZN Bet and a province where players expect a distinctly local experience, integrity, and compliance,” said Richard Rawlinson, Managing Director of DAZN Bet Canada. 

“We are combining the strength of a global sports entertainment brand with a product built for Alberta players. Our focus is on a responsible growth, strong regulatory alignment, and an authentic Canadian gaming experience for customers throughout the province.”

Competition is expected to be intense from the outset, with operators also facing the government-owned Play Alberta platform as they compete for market share in Canada’s latest regulated gambling markets.

bet365 brings proven sportsbook features to Alberta players

Alberta customers will gain access to bet365’s established sportsbook features, including live betting, Early Payout and the operator’s Sub On Play On promotion.

The promotion transfers selected player prop bets to a substitute when the original player leaves the game, a feature that has been introduced across several of bet365’s international markets.

According to the operator, Sub On Play On generated around £30 million in payouts worldwide during the opening 10 days of the 2026 FIFA World Cup.

“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,” Trip Stoddard, Head of Development at bet365, said.

“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 strengthens bet365’s long-term Canadian strategy

Away from the Alberta expansion, bet365 has signed a deal as the official sports betting and online casino partner of the Canadian Football League in both Ontario and Alberta.

The agreement will see the operator feature across CFL broadcasts, digital content, fan activations and other league marketing initiatives ahead of the 113th Grey Cup in Calgary on 15 November 2026.

Active across 17 US states and established in Ontario, bet365 enters Alberta with strong regional experience and brand recognition. Its launch reinforces the company’s long-term investment in regulated North American markets.