Curling Canada has struck a long-term agreement with PointsBet Canada, which has been designated the organization’s official sports betting partner.

The move comes with sports betting poised to be legalized on a province-by-province basis in Canada by the end of the year. Curling is one of the most popular sports in the country.

As part of the agreement, PointsBet Canada will become a title sponsor of a Curling Canada Season of Champions event, beginning in the 2022-23 season.

“With the passing of legalized sports betting by the federal government this past summer, we knew that there would be many opportunities available for our sport to be part of a new, legal and regulated way for fans to enjoy our events,” said Katherine Henderson, Curling Canada chief executive officer.