After similar Flutter brands deal

PointsBet inks multi-year deal with MLSE and its Canadian pro sports teams following Ontario launch

2022-04-12
Reading time 2:45 min

PointsBet has signed a new multi-year agreement with Maple Leaf Sports & Entertainment (MLSE), both parties announced on Monday. The deal will see PointsBet Canada become an Official Sports Betting Partner of MLSE’s pro sports teams: Toronto Maple Leafs (NHL), Toronto Marlies (AHL), Toronto Raptors (NBA), Toronto Argonauts (CFL), and 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."

ASX-listed bookmaker PointsBet finds this a major opportunity as it continues growing its presence in the North American market. It also builds upon its entrance to Canada’s new legal sports wagering market in Ontario, which occurred on April 4.

"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,” Vader added.

PointsBet describes itself as offering unmatched speed and ease of use across every customer touchpoint, as well as “the deepest slate of pre-game and in-play betting options in the world,” thanks to owning and controlling its technology. The business intends to leverage these assets in the new Canadian sports betting space and in its partnership with MLSE.

"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."

Ontario’s online gaming market launched earlier this month to much expectation. The Canadian province -the largest jurisdiction in the country and the first to take bets in a legal private online market- now allows betting on casino games, sporting events and other gambling activities through online websites and apps from companies licensed to run operations.

The number of registered operators as of April 1 was 25, with more to come, according to the Alcohol and Gaming Commission of Ontario. Among operators who have already launched in the province are FanDuel Group, BetMGM, 888 Holdings, BetRivers, Unibet, Rivalry Corp. and more.

Last week, Maple Leaf Sports & Entertainment also announced a major deal with FanDuel Sportsbook and PokerStars, both part of Irish bookmaking group Flutter Entertainment. The agreement marks a first in North America featuring multiple Flutter brands.

FanDuel is set to become the official sports betting partner of MLSE, while online poker heavyweight PokerStars has been designated as official gaming partner. In addition to the use of MLSE team marks in advertising and marketing, FanDuel Sportsbook, PokerStars Casino and PokerStars will be featured prominently throughout NHL’s Toronto Maple Leafs and NBA’s Toronto Raptors games.

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