Partnerships Between Canadian Sports Teams and Betting Companies – Nadig Newspapers – Northwest Side Local Newspapers

In recent years, betting companies have increasingly turned to sports team sponsorships as a way to expand their brand visibility and market reach. The rise of legalized sports betting across Canada has made this strategy particularly effective. For betting firms, aligning with popular Canadian teams gives them direct access to passionate and engaged fanbases, allowing them to market their platforms and promotions during live events, where fan interaction is at its peak.

The partnership offers betting companies a way to enhance their market presence through in-game betting features, exclusive promotions, and targeted advertising during live broadcasts. It’s not just about visibility, but about creating interactive experiences where fans can engage with both their favorite teams and betting platforms simultaneously. Partnerships allow companies to promote special offers like the bet365 bonus code Canada, which gets amplified through the association with top-tier sports franchises.

On the flip side, sports teams gain financial backing, which helps with operational costs, marketing, and fan engagement programs. Additionally, these partnerships bring a new level of excitement to the fan experience, where placing bets adds another dimension to watching games.

Maple Leaf Sports & Entertainment and PointsBet Canada

Maple Leaf Sports & Entertainment (MLSE), which owns iconic franchises like the Toronto Maple Leafs, Toronto Raptors, and Toronto FC, made waves when it inked a multi-year partnership with PointsBet Canada in 2022. 

The agreement offers PointsBet significant access to a broad fanbase through year-round exposure across several sports, from hockey and basketball to soccer. MLSE’s diverse portfolio of teams made it an appealing partner for PointsBet, which had recently entered the Ontario market as part of its broader Canadian expansion.

The partnership provide fans an opportunity to engage with the games in new ways, providing exclusive betting content and promotions. The timing of this deal, aligned with the opening of Ontario’s regulated sports betting market, signals PointsBet’s ambition to establish itself as a major player in Canada’s competitive sportsbook industry. 

NHL’s Partnership with PROLINE+

The NHL has a long-standing fan base in Canada, so it’s no surprise that the league’s first Canadian sports betting partnership was with PROLINE+, operated by the Ontario Lottery and Gaming Corporation (OLG). Unlike many other sportsbooks, PROLINE+ is government-run, giving it a unique positioning within the Canadian market. This partnership, which began in 2021, highlights the league’s entry into the growing sports betting landscape while leveraging a trusted local operator.

With this collaboration, OLG gained rights to use official NHL branding across its platforms, and the NHL further enhanced fan engagement through co-branded promotions. For hockey fans, particularly in Ontario, this partnership brought a streamlined betting experience that connected them directly with their favorite teams, from the Toronto Maple Leafs to the Ottawa Senators. 

FanDuel and the Canadian Football League

In 2023, FanDuel became the Canadian Football League’s (CFL) first authorized gaming operator, coinciding with Ontario’s decision to allow private sports betting operators.

Through this partnership, fans and sports enthusiasts aged 19 years and over in Ontario can place wagers on CFL games, including in-game player propositions and future bets. The integration of real-time betting odds into broadcasts further connects viewers with the game, deepening the league’s appeal and drawing in new demographics​.

For the CFL, this deal represents a significant shift. The league can now tap into the growing sports betting market, increasing fan engagement through tailored betting experiences. While the CFL’s traditional fan base has long been established, this partnership with FanDuel provides the opportunity to diversify its audience, especially in regions like Ontario where the sports betting market is booming.

Canadian Premier League and TonyBet

The Canadian Premier League (CPL) signed a multi-year deal with TonyBet, naming the brand its official sports betting and online casino partner. This agreement allows TonyBet to significantly expand its presence in the Canadian market as soccer’s popularity surges across the country. 

The deal gives TonyBet access to the CPL’s fanbase through exclusive betting features, such as live in-play wagering and tailored promotions around key CPL events.

TonyBet’s reach is amplified by becoming the presenting partner of the CPL’s Match of the Week broadcast on OneSoccer, the league’s official broadcaster. This high-profile partnership ensures TonyBet will have prominent exposure during the most anticipated matches of the 28-game regular season, keeping fans engaged with in-depth coverage of news and features. 

Additionally, TonyBet also sponsors the CPL’s Predictor contest on canpl.ca/predictor and the Centre Circle app, an award-winning digital platform where fans can predict match outcomes, boosting interaction throughout the fifth season.

By securing this partnership, TonyBet gains direct engagement with both casual and dedicated fans while expanding its footprint in Canadian sports betting. The CPL, in turn, benefits from enhanced fan interaction and increased visibility through TonyBet’s broad market reach.

Final Thoughts

The increasing number of partnerships between Canadian sports teams and betting companies is not without its complexities. On the one hand, these deals bring new revenue streams and offer fans exciting ways to engage with their favorite teams. 

On the other hand, the proliferation of betting partnerships raises concerns about the potential normalization of gambling in sports, particularly among younger audiences.