As widespread, regulated Ontario sports betting gets off the ground, online sportsbooks are continuing to build up their brands while competing for business in the country’s most populous province. And perhaps no sportsbook has constructed a more Canadian brand than PointsBet Sportsbook in the early going.
PointsBet inks partnership deal with Maple Leaf Sports & Entertainment
On Monday morning, PointsBet announced a multi-year partnership between the sportsbook and Maple Leaf Sports & Entertainment, the largest company of its kind in Canada and one of the largest in North America.
Under the agreement, PointsBet becomes an official sports betting partner of all MLSE’s professional franchises, which includes the following:
- Toronto Argonauts (CFL)
- Toronto Maple Leafs (NHL)
- Toronto Marlies (AHL)
- Toronto Raptors (NBA)
- Toronto FC (MLS)
“This is a historic deal for PointsBet Canada,” said Scott Vanderwel, Chief Executive Officer of PointsBet Canada. “You rarely get the opportunity to partner with an organization that spans across all four professional leagues through the Toronto Maple Leafs and Toronto Raptors, Toronto FC and the Toronto Argonauts, and offers year-round entertainment within the sports market in Canada. We are thrilled to be partnering with MLSE on this innovative and exciting relationship.”
PointsBet, founded in Australia before making a huge splash across the United States in recent years, is known as a bookmaker on the cutting edge of the industry. It has now brought the same innovative features, market-leading in-game wagering experience, incredible odds, huge betting menu, and much more, to the sports betting landscape in the Great White North.
“We happily welcome PointsBet Canada as a partner of the Maple Leafs, Raptors, TFC, and Argos as they enter the Ontario market with a well-established reputation in the sports betting industry,” said Jordan Vader, Senior Vice President, Global Partnerships, MLSE. “We look forward to utilizing our partnership to provide 19+ fans of our teams with new and different ways of interacting and engaging with the sports they love with a trusted operator in PointsBet that prioritizes responsible gaming.”
The deal comes on the heels of a similar partnership that was consecrated last week between theScore Bet and the Toronto Blue Jays. But by partnering with MLSE, PointsBet doesn’t just secure branding rights with one team, as it gets itself involved with four major sports at one time.
On top of being merely a branding deal, you can bet the PointsBet product will also reflect these partnerships with exclusive and innovative offerings that pertain specifically to eams under the MLSE umbrella.
“MLSE’s franchises are some of our country’s most iconic teams,” added Nic Sulsky, Chief Commercial Officer for PointsBet Canada. “We are excited to partner with an organization where winning and delivering championships is part of their DNA and resonates with fans across Ontario and Canada.”
Partnerships helping PointsBet build Canadian brand
While this is PointsBet Canada’s most recent sports betting partnership in Ontario, it is certainly not the first. Since becoming one of the very first operators licensed to offer sports betting in Ontario, Pointsbet has committed itself to building a brand that speaks in a voice that Canadians will relate to.
“The opportunity to customize our product for the Canadian sports fan is something that we are taking extraordinarily seriously,” Sulsky told us a few weeks back. “And the partnerships we’ve struck so far speak to that focus. 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.”
Just last month, PointsBet and the Ottawa Redblacks of the CFL announced a similar deal that made one of Ontario’s new operators the official sportsbook partner of the football team in Canada’s capital city. Before the Ottawa partnership, PointsBet linked up with Curling Canada, the NHL Alumni Association, and even Netflix’s Trailer Park Boys.
So while there are now plenty of sportsbooks to choose from in Ontario, it could be noted that PointsBet appears more ‘Canadian’ than the rest, which is a label they will gladly wear.
New Ontario Sportsbooks
While we know that PointsBet has a ton to offer, it is not the only one that is focusing on what its product and brand can offer the Ontario sports betting audience. There are huge betting markets and plenty of promotional offers at the following sites as well: