The league is currently available in BlackBerry's home turf of Canada as well as the US and UK.

It's hard to shake the slight whiff of desperation in this move: when TCL reportedly sold just 850,000 BlackBerry phones last year, it needs whatever boost it can get. And it's bound to feel a little crass when you clutter your friends' feeds with advertising. At the same time, the company is both keenly aware of BlackBerry's loyalty and is being transparent about its methods and goals. There have been far, far shadier marketing tactics in the past.