theScore and Canlan Sports(TM) Announce Innovative Canadian Marketing Partnership

- theScore to be Featured Throughout Canlan Sports Complexes in Ontario and Across One of World's Largest Adult Recreational Hockey League -

- Canlan to Market Through theScore's Industry Leading Canadian
Mobile App Audience -

Toronto, Ontario--(Newsfile Corp. - July 29, 2021) - theScore, Canada's leader in digital sports media, is teaming up with Canlan Sports (TSX: ICE), Canada's leader in recreational sports. The Canadian born companies are partnering in a deal that provides for cross promotion across their respective digital platforms as well as on-site branding for theScore's properties, including its mobile sportsbook 'theScore Bet' via Canlan's prominent network of Sports Complexes throughout Canada.

With regulated online sports betting expected to commence in Ontario later this year, this deal provides for theScore to assume sport-surface title sponsorship in all six of Canlan's Ontario Sports Complexes. theScore also secures access to promote its properties through valuable media assets at Canlan's other Canadian sports complexes, as well as activation across Canlan's extensive adult participant network. This includes tournament title sponsorships for theScore Bet of Canlan's adult rec hockey league ("ASHL") tournaments. The ASHL boasts one of the world's largest recreational hockey league player bases of more than 65,000 players annually.

In turn, Canlan Sports will tap into theScore's massive digital media footprint across Canada with the ability to promote its best-in-class sports and recreational brand to an audience of engaged and passionate sports fans through theScore's high impact advertising assets. The partnership is set to commence this fall.

"As we introduce theScore Bet brand to the Ontario market, we are looking to activate in creative and impactful ways that engage large, endemic audiences and create authentic connections to our brand. As a homegrown Canadian company, we know how ingrained adult recreational hockey is in Canada's culture, and there is no bigger player than Canlan Sports in the adult recreational hockey space," said Aubrey Levy, Senior Vice President, Marketing, theScore. "This deal allows us to meaningfully connect with a huge audience of adult sports fans as well as the culture and passion around recreational hockey, which of course will be implemented in a responsible fashion in accordance with regulatory requirements."

"We support a safe, responsible and regulated sports betting market. And given theScore's leadership position in digital sports media, we are very confident that Canadians will benefit from this rapidly evolving, cutting edge industry. This collaboration allows us to continue building momentum for our digital transformation, gamification and enhancing the customer experience by introducing the Canlan Sports brand to wherever sports loving fans consume media," stated Joey St-Aubin, President and CEO at Canlan Sports.

About Canlan Sports:
Canlan Sports is the leading owner, operator, and investor in the multi-sport recreation sector, committed to creating sports communities that change lives for the better. Through its portfolio of partnerships, Canlan Sports is the largest private sector owner and operator of 18 sports complexes, across Canada and the United States, offering a wide array of ice, court, and turf experiences for sports enthusiasts.

About Score Media and Gaming Inc.
Score Media and Gaming Inc. empowers millions of sports fans through its digital media and sports betting products. Its media app 'theScore' is one of the most popular in North America, delivering fans highly personalized live scores, news, stats, and betting information from their favorite teams, leagues, and players. The Company's sports betting app 'theScore Bet' delivers an immersive and holistic mobile sports betting experience and is currently available to place wagers in New Jersey, Colorado, Indiana and Iowa. Publicly traded on the Toronto Stock Exchange (TSX: SCR) and the Nasdaq Global Select Market (NASDAQ: SCR), theScore also creates and distributes innovative digital content through its web, social and esports platforms.

Forward-looking (safe harbour) statement
Statements made in this news release that relate to future plans, events or performances are forward-looking statements. Any statement containing words such as "may", "would", "could", "will", "believes", "plans", "anticipates", "estimates", "expects" or "intends" and other similar statements which are not historical facts contained in this release are forward-looking, and these statements involve risks and uncertainties and are based on current expectations. Such statements reflect theScore's current views with respect to future events and are subject to certain risks, uncertainties and assumptions. Many factors could cause our actual results, performance or achievements to be materially different from any future results, performance or achievements that may be expressed or implied by such forward-looking statements, including among other things, the enactment of enabling legislation and regulations in the provinces and territories of Canada to facilitate online gaming (including the timing of such legislation and regulations being passed and proclaimed in force (if at all) and the terms and conditions imposed in such legislation and regulations on participants in the online gaming industry), the proclamation into force of federal legislation to permit single-event sports wagering, the receipt by the Company of all relevant licenses and approvals, and the rate of adoption and market potential of online gaming, and those factors which are discussed under the heading "Risk Factors" in our Annual Information Form as filed with applicable securities regulatory authorities and available on SEDAR under our profile at www.sedar.com and as filed with the U.S. Securities and Exchange Commission and available at www.sec.gov, and elsewhere in documents that theScore files from time to time with such securities regulatory authorities in Canada and with the U.S. Securities and Exchange Commission, including its Management's Discussion & Analysis and Management Information Circular. Should one or more of these risks or uncertainties materialize, or should assumptions underlying the forward-looking statements prove incorrect, actual results could differ materially from the expectations expressed in these forward-looking statements. The Company does not intend, and does not assume any obligation, to update these forward-looking statements except as required by applicable law or regulatory requirements.

For More Information:

Dan Sabreen
Director, Communications
Score Media and Gaming Inc.
Tel: 917-722-3888 ext. 706
E: dan.sabreen@thescore.com

Liana Guiry
Vice President, Sales, Marketing & Customer Experience
Canlan Ice Sports Corp.
Tel: 416-661-1433
E: lguiry@canlansports.com

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/91647