Gambling companies have a lot more in common with pro sports than you might think at first glance. And no, it’s not the fact that even gambling providers love professional athletes in Canada – we are talking about the actual business connection between the two industries.
This is particularly the case with online casinos because they can add sports betting to traditional casino games. In such circumstances, it makes sense for these providers to invest in pro teams in order to approach their fans and followers. That’s why casino sponsorships in local competitions are becoming much more visible.
Notable Deals in the Great White North
Digital gambling apps – and casino companies in general – can afford to invest in sport-related deals because they have loyal customers who pay well. These aren’t just local businesses, but rather pan-Canadian companies that can serve gamblers across the entire country. What’s more, they generate a substantial profit whilst delivering massive payouts. You can notice that casino rewards are getting more generous in terms of maximum payouts and better in terms of user-friendliness. The best apps in this field also have themed games with famous athletes, so it makes perfect sense to promote them through the gambling partnership.
Some casino providers already do it. For instance, the Canadian soccer league has a contract with “Come On,” a popular gambling company. Though the financial details aren’t public, we do know that the deal includes a few TV shows such as the “CPL Week in Review presented by Come On.”
As far as we know, gambling companies still aren’t among the NHL sponsors, but they are getting closer to it. According to reports, PointsBet is currently sponsoring the NHL Alumni Association.
Why Invest in Canadian Pro Sports Teams?
Sponsorship deals provide significant visibility as well as brand exposure for casino and betting operators. Having their name associated with popular sports teams helps increase brand recognition among a broad audience that hasn’t noticed them yet. And rest assured it’s a broad audience base that aligns with the typical casino fan base.
In addition, sponsorship is a form of marketing that lets casinos showcase their brand in a positive light. This gives gambling companies a fresh layer of credibility that often builds trust among potential customers. In a competitive industry like gambling, this is extremely important if you want to stand out from competitors. What’s more, gambling websites can put their names all over the place:
• On teams’ jerseys
• On social media pages
• On TV ads
• On point-of-sale items
The number of options is nearly countless – it only depends on the way you negotiate a deal with a given club. With that said, Canada is a peculiar casino market because each province has its own regulations. However, some rules remain the same in all regions and gambling providers use this advantage to sponsor professional athletes. This turned out to be a successful collaboration that is guaranteed to continue in the next decade (to say the least).
