• About Us / Contact
This site contains commercial content
SportsHandle
  • US Sports Betting
    • Arizona Sports Betting
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Louisiana
    • Maine
    • Maryland
    • Michigan
    • Mississippi
    • New Jersey
    • New York
    • Ohio Sports Betting
    • Pennsylvania
    • Tennessee
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia Sports Betting
    • Massachusetts Sports Betting
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Guide To ‘Risk-Free’ Bets
    • Common Beginner Mistakes
    • Sports Betting Podcasts
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
    • Partnership Tracker
  • News
No Result
View All Result
SportsHandle
  • US Sports Betting
    • Arizona Sports Betting
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Louisiana
    • Maine
    • Maryland
    • Michigan
    • Mississippi
    • New Jersey
    • New York
    • Ohio Sports Betting
    • Pennsylvania
    • Tennessee
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia Sports Betting
    • Massachusetts Sports Betting
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Guide To ‘Risk-Free’ Bets
    • Common Beginner Mistakes
    • Sports Betting Podcasts
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
    • Partnership Tracker
  • News
No Result
View All Result
SportsHandle
No Result
View All Result

Who Would Make The Best Canadian Sports Betting Brand Ambassadors?

With Ontario's regulated iGaming market set to launch April 4, the advertising blitz is on

Greg Warren by Greg Warren
March 7, 2022
in Industry
drake klay thompson

Nick Turchiaro/USA TODAY

Share on FacebookShare on Twitter

With roughly 30 private operators potentially launching in Ontario‘s regulated iGaming market on April 4, mobile sportsbook advertising is reaching unprecedented levels across the province.

According to Canadian media analyst Adam Seaborn, over 28 different “gambling” advertisers, most of them offshore and non-regulated, appeared on TV in Canada last year spending upward of $100 million. That number will soar in 2022 with the launch of Ontario’s regulated market, and potentially more provinces adopting an open market model.

Using brand ambassadors is one advertising tactic sportsbooks will use to connect with local betting communities across Canada. In the United States, several celebrities and athletes are already working as brand ambassadors for major sportsbooks. BetMGM has recruited Wayne Gretzky, Marshawn Lynch, Kevin Garnett, and most recently, Connor McDavid to promote its brand, while the Manning family — Archie, Peyton, and Eli — have inked partnerships deals with Caesars Sportsbook.

In Canada, Bet99, a gray-market sportsbook, is using UFC legend Georges St-Pierre to promote its pay site, while Auston Matthews is the new ambassador for the free-to-play games offered by the sportsbook. And PointsBet Canada has recruited the cast of Trailer Park Boys to help convey its brand to Canadian bettors.

A recent study conducted by Deloitte Canada estimates that single-event sports betting could result in $28 billion in legal-market wagers within five years of legalization. With so many sportsbooks set to compete for the sports betting dollars of Canadians this year, and for years to come, who else would be a strong sportsbook ambassador in the country?

Here’s a fun, and hypothetical, list of some potential celebrities and athletes that could help build a sports betting brand and convey responsible gambling messages.

Drake

You’d be hard-pressed to find a more influential person in Canada than Drake. The rapper can often be found courtside at Scotiabank Arena in Toronto, cheering on the Raptors as the team’s official ambassador, when he’s not electrifying crowds across the world with his music. He’s a fan of all sports and dabbles in sports betting. Recently, he threw down some big bets on the Super Bowl using Stake, a Canadian-based Bitcoin casino and sports betting website.

An in-depth look at @drake's BIG #SBLVI bets 👀 😲💥💰

Will these three bets land on #SuperBowl Sunday? 🔮 pic.twitter.com/Q5dXMldtSC

— Stake.com (@Stake) February 11, 2022

The Toronto-born musician has long been an advocate for “The 6ix” (a nickname for the Toronto 416 area code), and his relationship as an ambassador with Maple Leaf Sports and Entertainment, which owns the Toronto Raptors (NBA), Toronto Maple Leafs (NHL), Toronto Argonauts (CFL), and Toronto FC (MLS) franchises, could make any potential deal as a brand ambassador with a sportsbook complicated. MLSE is a desirable partner for sportsbooks looking to tackle the Canadian market due to its impressive portfolio of professional sports franchises in Ontario, and it’s unclear if partnering with MLSE would give a potential sportsbook access to Drake for promotional purposes.

Mike Myers

Born in Scarborough, Ontario, Myers is best known for his roles in the Austin Powers movies and Wayne’s World. The Canadian funny man, who is now 58 years old, could be utilized by sportsbooks to connect with some of its older Canadian demographic (40 years old and up). Just imagine a hilarious responsible gaming skit featuring an oblivious Austin Powers foolishly wagering his entire bankroll on an improbable longshot to win a British soccer game at a sportsbook, while thoroughly embarrassing himself in the process with his lack of sports betting prowess. Gambling, if you can recall from the movies, isn’t one of Powers’ strong suits.

 

Or how about a commercial spinning off one of the more memorable scenes from Wayne’s World when Wayne and his sidekick Garth engage in a little one-on-one road hockey? The characters, proudly wearing their Chicago Blackhawks jerseys, are interrupted multiple times by cars passing by, then shout “Game On!” when they resume play. This could send an important responsible gambling message about taking a break from wagering, or you could end up like the cyclist in the below clip.

Alphonso Davies

With all due respect to Sidney Crosby, McDavid, Jamal Murray, and other top Canadian athletes, there is another rising star who could help sportsbooks hit the perennial jackpot with their marketing campaigns. Davies is quickly surging up the power rankings as one of Canada’s top athletes after leading the national soccer team to the brink of qualifying for its first World Cup since 1986. The 21-year-old, who relocated to Edmonton, Alberta, at the age of 5 after fleeing Ghana as a refugee, plays for Bayern Munich in Germany and has 10 goals and 15 assists in 30 caps for the Canadian national team.

Away from the pitch, the charismatic Davies is even more impressive. He boasts an incredibly positive attitude and trim physique and has attracted almost 6 million followers to his wildly popular TikTok account. Davies was recently forced to miss a few of the national team’s games due to a heart muscle issue following a bout with COVID-19, but check out his crazy reaction while watching Canada triumph over the United States in January.

 

Dan and Eugene Levy

Eugene and Dan Levy are the hilarious Canadian father-son duo who co-created the Emmy Award-winning sitcom Schitt’s Creek. Prior to that, Eugene was best known to many for his role as Mr. Levenstein in the American Pie movies. Mr. Levenstein was known for the outdated advice he gave to his son, Jim (played by Jason Biggs), about the trials and tribulations of surviving life as a teenager.

Following in his father’s footsteps, Dan Levy has comparable comedic chops and an innate chemistry on screen with his dad. The pair recently did a spoof for Vanity Fair teaching youth slang words, a bit that could work equally as well explaining sports betting terms to new bettors. Eugene could butcher his interpretation of single-game parlays, while Dan calmly interjects with the correct definition. This could be a fun and educational way to engage prospective bettors.

Christine Sinclair

Sinclair is without a doubt the most successful soccer player to ever compete for Canada. Fresh off a gold medal at the Tokyo Olympics, the 38-year-old captain has an unbelievable 308 caps for her country and 188 goals. She’s now competed in four Olympic Games and was the Lou Marsh Award winner in 2012, which is awarded annually to recognize Canada’s top athlete.

Sportsbooks looking to enter, and be successful, in the Canadian market, will need to find a way to connect with prospective female bettors, according to a recent study from Deloitte Canada. Deloitte estimates 58.5% of the Canadian sports betting market is comprised of potential bettors who haven’t placed a wager in the last 12 months but are interested in placing bets in the future. Of that group, 57% identify as female. Recruiting Sinclair, who is a huge advocate for the advancement of women’s sports in Canada, could help sportsbooks reach out to the prospective female demographic — and also capitalize on the blossoming soccer interest in the country.

Thank you for joining me to #ShowUpForGirls and raising over $300,000 for @cdnwomenfdn girls’ programs all over Canada! #pandemic #COVID19 #genderequality pic.twitter.com/eN6czyea02

— Christine Sinclair (@sincy12) November 6, 2020

Kia Nurse

Nurse may be one of the most underrated Canadian athletes and sports personalities in the country. A two-time WNBA champion and member of the women’s national basketball team, Nurse is also a budding broadcaster and basketball analyst for Raptors games on TSN. Hailing from a large sports family in Hamilton, Ontario, Kia has a brother, Darnell, who is a defenseman for the NHL’s Edmonton Oilers. Her father, mother, and other siblings also played, or are currently playing, sports at the professional or collegiate levels.

Toronto would be an ideal city for WNBA expansion north of the border, an idea also supported by the aforementioned Drake. Regular-season WNBA viewership rose 23% when compared to 2020 across ESPN and ABC platforms. Nurse signed a contract extension with the WNBA’s Phoenix Mercury in February, as she continues to work her way back from a torn ACL. Could the smooth-talking, media-savvy athlete also be an awesome ambassador for a sportsbook? Absolutely.

so excited to be back in the Valley this season💜🧡 see y’all back on the court 😈 https://t.co/vvA1MnD2SB

— Kia Nurse (@KayNurse11) February 6, 2022

Honorable mentions: Justin Bieber, Ryan Reynolds, Seth Rogen, Jim Carrey, Keanu Reeves

ShareTweetShare
Greg Warren

Greg Warren

Greg is a sports editor who has previously worked for respected Canadian media outlets, including Rogers Sportsnet, theScore, and Covers Media Group. He’s covered sports in Canada for over a decade, specializing in NHL, NFL, CFL, MLB, and sports betting. In his spare time, he can be found attempting to break 90 on the golf course or cruising down the slopes at his local ski hill. You can reach Greg at gwarren@bettercollective.com.

Related Posts

Northern Exposure cover shot
Industry

Northern Exposure: PointsBet’s ‘March Madness’ Curling, OLG Partners With NBA

June 23, 2022
Photo: John E. Sokolowski/USA TODAY
Features

Why Are Ontarians Betting More On Basketball Than Hockey?

June 20, 2022
Load More

Top Sportsbooks In Your State

1
WynnBET Sportsbook
Review / 4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
FanDuel Sportsbook
Review / 4.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
WynnBET Sportsbook
Review / 4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
WynnBET Sportsbook
Review / 4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
FanDuel Sportsbook
Review / 4.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
SugarHouse Sportsbook
Review / 4.2
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
FanDuel Sportsbook
Review / 4.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
bet365 Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
BetRivers Sportsbook
Review / 4.2
BET NOW
T&Cs ApplyOnly 1x Wager Applies
2
FOX Bet Sportsbook
Review / 4.3
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
WynnBET Sportsbook
Review / 4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
FanDuel Sportsbook
Review / 4.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
FanDuel Sportsbook
Review / 4.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
SI Sportsbook
Review / 4.1
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
SuperBook Sports
Review / 4.3
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
BetRivers Sportsbook
Review / 4.2
BET NOW
T&Cs ApplyOnly 1x Wager Applies
1
SI Sportsbook
Review / 4.1
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
WynnBET Sportsbook
Review / 4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
BetMGM Sportsbook
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
FanDuel Sportsbook
Review / 4.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Caesars Sportsbook
Review / 4.4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
WynnBET Sportsbook
Review / 4
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
Betfred Sportsbook
Review / 3.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
BetRivers Sportsbook Ontario
Review / 4.3
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
BetMGM Sportsbook Ontario
Review / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
NorthStar Bets Sportsbook
Review / 4.6
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Bet99 Sportsbook
Review / 4.7
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
Sports Interaction Ontario
Review / 4.2
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
3
PowerPlay Sportsbook
Rating / 3.8
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
1
Monkey Knife Fight
Rating / 4.5
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.
2
PrizePicks
Rating / 4.2
BET NOW
T&Cs Apply21+. Eligibility restrictions apply. See website for details.

State Sports Betting Guides

Downtown Detroit at twilight (Shutterstock)

Michigan Sports Betting – Where To Play, Online Sportsbooks, And FAQ

by Brett Smiley
June 23, 2022

VA captial

Virginia Sports Betting – Where To Play, Online Sportsbooks And Bonus Offers

by Brett Smiley
March 21, 2021

nj flag

New Jersey Sports Betting — Where To Play, Online Sportsbooks, And FAQ

by Brett Smiley
March 22, 2022

pa online sportsbooks

Pennsylvania Sports Betting – Where To Play, Online Sportsbooks And Bonuses

by Brett Smiley
March 18, 2022

Most Read Stories

mattress mack betting charade

Will Everyone Please Stop Calling ‘Mattress Mack’ A Sports Bettor?

April 27, 2022
Photo: Jasen Vinlove/USA TODAY

Dave Portnoy Says, ‘F**k That Guy,’ To Which Bettor And Gambling Twitter Seriously Object

May 16, 2022
map-missouri

Missouri Sports Betting Bill Draws Debate, Backlash In Senate

May 5, 2022
golden-gate-bridge-san-francisco

California Tribes Won’t Try For Mobile Proposal On 2022 Ballot

May 10, 2022

Canada Sports Betting Guides

Canada Sports Betting – Best Sportsbook Apps & Bonus Offers

British Columbia Sports Betting – Legal Update, Available Sportsbooks, and FAQ

Ontario Sports Betting – Legal Status And Where To Play

gambling therapy
ncpg
igaming ontario
If you or someone you know has a gambling problem, crisis counseling and referral services can be accessed by calling 1-800-GAMBLER (1-800-426-2537) (IL). Gambling problem? Call 1-800-GAMBLER (NJ/WV/PA/MI), 1-800-9-WITH-IT (IN), 1-800-522-4700 (CO), 1-800-BETS OFF (IA), 1-888-532-3500 (VA) or call/text TN REDLINE 1-800-889-9789 (TN).
19+. Please play responsibly. Terms and conditions apply. 
Individuals must be 19 years of age or older to participate in igaming in Ontario. Gambling can be addictive, please play responsibly. If you, or someone you know, has a gambling problem in Ontario and wants help, please visit ConnexOntario or call their helpline at 1-866-531-2600. Operators on this website operate pursuant to an Operating Agreement with iGaming Ontario.

Search Sports Handle

No Result
View All Result
  • About Us / Contact

No Result
View All Result
  • US Sports Betting
    • Arizona Sports Betting
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Louisiana
    • Maine
    • Maryland
    • Michigan
    • Mississippi
    • New Jersey
    • New York
    • Ohio Sports Betting
    • Pennsylvania
    • Tennessee
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia Sports Betting
    • Massachusetts Sports Betting
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Guide To ‘Risk-Free’ Bets
    • Common Beginner Mistakes
    • Sports Betting Podcasts
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
    • Partnership Tracker
  • News

Please share your location to continue.

Check our help guide for more info.

share your location