How Ontario’s Sports Betting Market Will Show Canada’s Shades

While it may be tempting for sportsbooks to simply focus on hockey to form their Ontario sports betting offers, it will likely take a more creative approach to building customer loyalty.

With the commercial launch of ON sports betting Monday, sportsbooks are probably looking for every possible advantage before entering the market. Operators looking to capitalize on sports betting in Canada must be innovative to attract and retain customers, said Jeff Harrisnational leader in sports business consulting at Deloitte Canada.

“There are nuances to [Canada]I wouldn’t just treat it like another state,” Harris said.

As in the we, Harris said sponsorship deals with professional teams and media organizations would be important. However, partnerships with recreational sports organizations, national governing bodies and Canadian cultural icons could help separate the competitors.

Proud to be (sports betting) Canadian

There are still many unknowns in the market as Ontario prepares for its launch. However, operators seem to know that it is essential to focus on Canada.

This could mean looking into the sport the country is known for or opening a Canadian office to better understand the country, such as FanDuel and PointsBet.

“People don’t respect Canada for its uniqueness,” PointsBet Canada Commercial director Nic Sulsky noted. “The fans and Canadians in general are truly unique, not only from a national perspective, but from a regional perspective.

“It really comes down to two things: you’re a sports fan and you’re Canadian. You don’t just cheer on the Canadiens, you eat poutine, your favorite band is Tragically Hip. Being Canadian is in itself extraordinarily unique and adds to the experience of being a sports fan.

Sports betting in Ontario takes different approaches

Various operators already lined up for the Ontario launch are taking the approaches mentioned by Harris. BetMGM runs straight for the love of hockey, in partnership with hockey newsnhl legend Wayne Gretzky and current Edmonton Oilers Star Connor McDavid.

Toronto-based the score turns to recreational athletes under an agreement with Canlan Sports and a partnership with Golf Canada. Company executives also believe that theScore’s position as a popular sports media brand in Canada will help establish substantial market share.

PointsBet has entered into partnerships with Curling Canada and Alpine Canada while using the humor of fictional Canadian characters The boys at the trailer park. The operator has also become the official bookmaker of the Canadian Football League Ottawa Redblacks.

Content will be essential in sports betting in Ontario

Brooks said while some Canadians have been betting on the gray market for years, there’s still a long way to go when it comes to education. In one February Deloitte report, just 19.2% of Canadians knew that single-event sports betting had become legal in August 2021.

Many operators have signed ambassador agreements with Canadian broadcasters to help fill content schedules. NorthStar Gamewhich shares an ownership group with the Toronto Starlaunched a branded content vertical on the newspaper’s website.

Brooks said that a prohibition on public advertising of bonuses and credits would further amplify the need for excellent educational content to help attract punters.

“We’re pretty conservative here and don’t want advertisers coming in with guns,” she said. “How do we engage through education, awareness and content? Teach them how to bet correctly and what they can bet on.

Canadian blood runs thick

Many industry viewers are likely assuming that hockey will see a lot more action in the Far North than in the United States. While that may be true, it’s not just about the puck.

Nor will Canadians simply bet in favor of professional teams in Canada. Sulsky said Canadians love other Canucks, whether it’s a national team or individual athletes in major North American leagues.

“We don’t just cheer for the Raptors, we cheer for RJ Barrett. [of the New York Knicks] and Andrew Wiggins [of the Golden State Warriors]”, Sulsky said. “We celebrated the Chiefs and Jets O line thanks to Laurent Duvernay-Tardif. You usually think of hockey, but [Los Angeles Dodgers first baseman] Freddie Freeman’s parents were born in Canada. Eric Gagné, the Dodgers’ big reliever was Canadian.

“We remember these things. We love sports and being Canadian and when we can marry them, we do.

Ontario thrives on the big leagues

Canadians may love their fellow Canadians, but they are passionate about their teams, whether they are recent league champions (Toronto raptors) or part of a long-suffering fanbase of a classic team (Toronto maple leaves.)

With 15 million people in Ontario, sports fanatics abound.

The province has five teams in the NHL, NBA, MLS and MLB, as well as three CFL teams. There are also teams from Canadian Premier League, Canadian Elite Basketball League, major league rugby and National Lacrosse League.

Ontario diversity could shine in sports betting

In Ontario, there is a large immigrant population, with these Canadians closely following the sports from which they emigrated, according to Kelly BrooksCEO of Quarter4, a Toronto-based sports betting technology company. According to the demographics of the city websitea little bit less 50% of Toronto residents were born outside of Canada.

There is, for example, a thriving cricketing community in the Toronto region, according to to the Toronto Star.

the Canada Men’s National Soccer Team strong world Cup The qualifying performances helped highlight the country’s intense love for football.

Football is more important in Western Canada

Although there are CFL teams in Eastern Canada, Brooks said the west is where the league thrives. From 57 CFL Gray Cup championships won by active teams, Western Conference the teams have 37.

The four teams from the provinces of alberta, Manitoba and Saskatchewan all attracted more than 23,000 people per home game. The Toronto team hosted less than 10,000 per game, while the teams of Montreal and Ottawa attracted less than 14,000.

However, football won 45% of bets during the first month Ontario Lottery and Gaming ProLine+ was operational last year. The NFL and NHL have made ProLine+ their first sports betting partnership in Canada.