The Ontario sports betting market has been off and running since last week and partnerships between some of the industry-leading commercial sportsbooks entering the region and established Canadian sports entities have been cropping up with regularity.
One of the most recent partnerships involves renowned FanDuel Sportsbook and ubiquitous Canadian TV sports network TSN coming together in a wide-reaching promotional arrangement.
FanDuel becomes the official sportsbook of TSN in Canada
The newly-inked partnership isn’t too drastic a departure from similar agreements signed between sportsbooks and other franchises or media entities across North America. Perhaps one difference is that this deal is designed with an eye on the future as well, both in length and scope. Some of the highlights include:
- FanDuel is designated as the official sportsbook partner for TSN, meaning its odds will be the only ones featured across TSN’s programming, website, radio, and mobile apps.
- The agreement isn’t limited to the Ontario betting market; it extends to all Canadian provinces and territories, contingent on the implementation of sports betting in those regions.
- FanDuel, TSN will collaborate on content and elevate the overall sports viewing experience for Ontario sports fans and sports bettors.
Considering TSN, Canada’s homegrown version of ESPN, broadcasts over no less than five channels, FanDuel is guaranteed a robust amount of exposure via the new agreement.
“Bringing our industry-leading sportsbook platform to Canada is a watershed moment for FanDuel,” said Dale Hooper, FanDuel Canada GM, via press release. “Partnering with Canada’s most iconic and trusted media company was integral to our strategy of delivering gaming content to passionate Canadian sports fans in the most entertaining and responsible way possible.”
Ontario sportsbooks are focused on brand building
While FanDuel has devoted plenty to its brand in Canada, it is far from the only one of the newly-regulated operators to try and speak to the people of Ontario via branding partnerships.
For starters, BetMGM and FanDuel have expanded existing U.S.-based deals with the NHL into Canada. BetMGM has snagged also reigning NHL MVP Connor McDavid, an Ontario native, as a brand ambassador after having previously signed the legendary Wayne Gretzky in the same capacity.
PointsBet actively building authentic Canadian brand
PointsBet has been as proactive as any operator in this regard, going into business with some very distinct Canadian brands including the CFL’s Ottawa Redblacks and most recently, Maple Leaf Sports & Entertainment.
That doesn’t even count wildly popular Canadian broadcast/streaming property Trailer Park Boys, the NHL Alumni Association, and Curling Canada, the official sanctioning body of a sport that rivals pro hockey in popularity throughout the country.
The idea behind seamlessly integrating the PointsBet brand with entities so familiar across the region’s pop culture and sports landscapes is making Canadians instantly feel right at home when becoming familiar with and considering the company’s sports betting product.
“The partnerships we’ve struck so far speak to that focus,” Nic Sulsky, PointsBet Chief Commercial Officer said. “It’s about building that authentically Canadian brand….and then being able to provide a platform to really pioneer new ways for Canadian sports fans to bet.”
Given the Ontario betting market’s fast start and the ongoing buzz stemming from new operators entering the market, it’s highly likely that we are still in the early stages of seeing sportsbooks partner with popular Canadian entities, whether in the media or in the sports world.