The legal sports betting industry in Canada is in its formative stages and that means it’s prime time for companies hopeful to grab a strong share of the market to position themselves appropriately. Curling Canada has become part of such a marketing push for PointsBet.
PointsBet doesn’t yet have a license to offer any gambling products in any Canadian provinces but the new sponsorship of the sport including both men’s and women’s teams is another indication of that intent. It also increases visibility for the women’s program in the sport.
Curling Canada adds PointsBet to sponsor roster
Curling has become a beloved sport in Canada and no one knows that better than members of the teams at the sport’s highest level in the country. Among those are members of Canada’s premier women’s team. The team’s skip, Kerri Einarson, spoke about the significance of PointsBet’s support in a press release.
“We are thrilled to be partnering with PointsBet Canada,” Einarson commented. “PointsBet has an incredible passion for curling and will grow our sport across Canada.”
Einarson and her team have claimed the past two Scotties Tournament of Hearts championships. Also on the team’s list of credentials are a 2019 Players’ Championship and 2016 Boost National title.
“PointsBet Canada prides itself on excellence. This is why we are teaming up with two of our country’s top curling teams,” stated Scott Vanderwel, CEO of PointsBet Canada. “We are uniquely Canadian and want to support athletes and teams that embody our love for sport and the maple leaf.”
PointsBet will be the title sponsor of the 2022-23 Season of Champions. Canadians in many provinces are looking forward to when they can engage with the company more frequently.
When might PointsBet go live in Canadian provinces?
That will be up to each province to decide for itself. However, the wheels are turning. For example, the Alcohol and Gaming Commission of Ontario is currently taking sports betting license applications.
The aim there is to license other operators besides the ON Lottery’s ProLine+ to start taking bets in the province in the first half of 2022. In fact, some applicants are hoping to be live in ON by February.
When that happens, PointsBet will likely be among the options at some point. It’s unclear to what extent it will offer betting action on women’s curling events right now. However, none of its competition will be as visible for fans of the sport in Canada.