BetMGM made waves in March when it secured a partnership with Connor McDavid in a deal in which the two-time NHL MVP became the league's first active player to serve as a brand ambassador for a major sports betting operator.
But when McDavid and the Edmonton Oilers travel to Toronto to face the Maple Leafs next season, BetMGM will be unable to place a billboard outside Scotiabank Arena with an image of the forward complemented by a betting promotion. That is because rigorous standards from the Ontario Alcohol and Gaming Commission (AGCO) prohibit online sportsbooks from offering any “public advertising of inducements, bonuses, and credits,” including targeted advertising and algorithmic-based commercials.
The standards run counter to numerous states in the U.S. where commercials featuring attractive promotions are ubiquitous. In crowded jurisdictions such as Ontario, with more than a dozen online sportsbooks, operators view the promos as a much-needed tool to engage with customers.
Still, Canadian Gaming Association President and CEO Paul Burns does not believe that a change in advertising standards is needed at this point.