It’s been a busy month so far for the British Columbia Lottery Corporation (BCLC) and pro sports league sponsorships.

On Sept. 12, BCLC announced the NHL’s Vancouver Canucks were expanding their partnership with BCLC and its online sportsbook, PlayNow Sports, the only platform where people in the province can bet legally on sports. The two sides announced a new multi-year deal.

A few days later, BCLC announced a partnership with the Canadian Football League, making PlayNow Sports the official sports betting partner of the 111th Grey Cup, the league’s championship game.

BCLC, a long-time supporter of the CFL’s B.C. Lions, is the newest Authorized Gaming Operator to partner with the league.

“As a social-purpose company, BCLC works every day to generate win-wins for the greater good and serve in the best interests of the communities we call home. Helping to bring together BC Lions and CFL fans from across the country is in the spirit of celebration and community at this year’s Grey Cup Festival,” said Dan Beebe, BCLC’s Chief Operations Officer.

The Grey Cup will be played Sunday Nov. 17 at BC Place Stadium in Vancouver, with kickoff scheduled for 6 p.m. EST. The championship game will be broadcast live across the country on CTV, TSN, and RDS.

Grey Cup-themed contests are being held for fans in B.C., Saskatchewan, and Manitoba. The Grand Prize consists of two tickets to the championship game, two Grey Cup Festival passes, travel, accommodation, and $500 in PlayNow Sports free bets.

“Responsible sports wagering and the entertainment it provides are an important part of the future of CFL fandom,” said Tyler Keenan, the CFL’s Chief Revenue Officer. “Our work with BCLC allows fans to deepen their connection to the league, but more importantly, it strengthens our efforts to support British Columbians and the community through the valued programs and services they rely on every day.”

A quick peak at the CFL standings shows the hometown Lions at 7-7, second in the West Division, with plenty of runway left in the regular season.

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