On Wednesday, the Senate voted to pass Bill C-128, which will legalise single-event sports betting across Canada.
Now, theScore has placed billboards across its hometown of Toronto to celebrate the news.
Although the bill is yet to receive royal assent and become concrete, it has not stopped theScore and its CEO from celebrating the passing of the bill.
John Levy, theScore Chairman and CEO, said: “The Senate’s passing of Bill C-218 earlier today is a historic moment for Canada as it will legalise single-event sports betting.
“We thank MP Kevin Waugh and Senators David Wells and Brent Cotter for championing this bill, which garnered strong all-party support through both the House of Commons and Senate.”
So far, there are three billboards placed along the Gardiner Expressway in downtown Toronto; the media firm and gaming operator has also taken out a placement at Yonge-Dundas Square.
Aubrey Levy, SVP, Marketing and Content for theScore, added: “The passing of Bill C-218 represents a milestone moment for Canada. We’ve been eagerly anticipating and preparing for the legalisation of single-event sports betting, and now we’re excited to celebrate this moment in our hometown of Toronto.
“These billboards are the beginning of our province-wide marketing rollout, as we ramp up towards the expansion of online sports betting in Ontario, which is expected to commence later this year. We can't wait to introduce the millions of theScore fans and users to our mobile sports betting product, theScore Bet.”
TheScore app currently reaches around 3.75 million users every year in Canada; this includes 1.43 million in Ontario.
The expansion of online sports betting in Ontario is expected to launch later this year.