|In a deal believed to be the first of its kind, the Canadian Football League has signed a major two-year sponsorship deal with British-based online bookmaker and casino, Bowmans.com, which will see the company’s brand displayed at all CFL stadiums for the coming playoffs and into next season. While the amount of money changing hands has not been disclosed, the agreement is thought to be worth in the region of half a million dollars – a significant sum for the CFL.|
And while other leagues in North America steer clear of gambling advertising, Brent Scrimshaw, the league's senior vice-president of marketing and partnerships, said the said the issue was not a problem for the CFL.
'They are a very credible sponsor who are coming in with a solid investment,' Scrimshaw said. 'There are lots of fans who enjoy that side of the game and this is an opportunity to do that
'We have conversations about all our partnerships and there was certainly some with this one because it's a sensitive area,' he added. 'But one thing in place is the firewall with league or club officials betting in any way. Once we have the certainty that the folks operating the game are not involved, we weren't all that concerned. Bowmans for us is advertising.”