Play Alberta has revealed a collaboration with the Edmonton Elks of the Canadian Football League, marking the newest deal with one of the province’s professional sports teams as the igaming market is set to launch.
Renamed Soccer Arena
As the new iGaming Alberta Act nears enactment and with the provincial Play Alberta sports betting and online casino platform set to face an influx of rivals, Alberta Gaming, Liquor & Cannabis is evidently aiming to secure essential partnerships ahead of that event.
Sources within the industry indicate that a competitive igaming market similar to Ontario's is expected to launch in the province in early 2026.
In September of last year, Play Alberta and the NHL’s Edmonton Oilers revealed they would be extending their collaboration, designating Play Alberta as the sole sports betting and online gaming partner of the Oilers.
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The deal with the Elks establishes a multi-year collaboration, designating Play Alberta as the Elks' official sports betting partner.
The Elks’ home ground, Commonwealth Stadium, will be renamed “Play Alberta Field” for every Elks home game during the forthcoming CFL season.
"Since Play Alberta’s launch five years ago, our team has made it a priority to connect with the communities where our players live and work,” said Kandice Machado, Chief Executive Officer, AGLC. “We are very excited to join the Edmonton Elks on the field on game days during upcoming CFL seasons. Play Alberta Field at Commonwealth Stadium allows us to partner with the Elks and showcase two brands built for Albertans in a historic Edmonton location.”
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The collaboration will also facilitate game day events and promotions throughout the venue, featuring opportunities to win tickets and memorabilia.
"This partnership is about more than just putting a name on the field – it’s about building something meaningful for our fans and our community,” said Chris Morris, President & CEO, Edmonton Elks. “Play Alberta is an Alberta-based organization that shares our values and our commitment to giving back. Together, we’re creating new ways for fans to connect with our team and experience the game day atmosphere in a whole new way.”