- PointsBet’s Canadian subsidiary has been named the ‘Official Sports Betting Partner’ of Curling Canada.
- Curling Canada was formerly known as the Canadian Curling Association and is the main sanctioning body for curling in Canada.
- PointsBet will add additional betting options for curling and will become a title sponsor of a Curling Canada Season of Champions event beginning in the 2022-2023 season.
PointsBet sought out sponsorships and partnerships to establish themselves upon their entry into the United States market and it looks as if they’re going to do the same thing in Canada. Earlier today, PointsBet Canada–the company’s Canadian subsidiary–announced that they’ve been named the ‘Official Sports Betting Partner’ of Curling Canada. Curling Canada is the primary sanctioning body for the sport throughout Canada.
Curling Canada was formed in the 1990’s with the merger of two legacy sanctioning bodies–the Canadian Ladies’ Curling Association and the men’s counterpart Curl Canada. The organization was previously known as the Canadian Curling Association (CCA) but rebranded as Curl Canada in February 2015. The organization’s roots date back to the 1930’s though curling has been revitalized and popularized internationally thanks to the sport’s popularity as an Olympics spectator event. Today, Curling Canada sanctions some of the major events in the sport throughout Canada including the Canadian Mixed Curling Championship, the Canadian Mixed Doubles Curling Championship, the Tim Horton Brier (men’s nationals), the Scotties Tournament of Hearts (women’s nationals) and the Canada Cup of Curling. It is affiliated with more than a dozen provincial and territorial curling associations throughout the country.
As is typical of this type of partnership, the exact parameters are vague. PointsBet is planning to expand their betting markets on curling–or in press release speak ‘to offer exciting and innovative ways for fans to engage with Curling Canada events’–as well as serve as a title sponsor of a Curling Canada Season of Champions event beginning in the 2022-2023 season. Here’s what the press release says about PointsBet:
PointsBet, one of the fastest growing online gaming operators in the United States, is a cutting-edge bookmaker originally founded in the mature sports wagering market of Australia. The company prides itself on 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 end to end.
While most operators outsource core functions to third parties, PointsBet is an anomaly in sports betting by truly owning their roadmap, avoiding any third-party technical or risk management dependencies – a point of difference that allows enhanced creativity and reliability to benefit consumer fan engagement, including bet types that cannot be found anywhere else, to unmatched speed and ease of use across every customer touchpoint, to a world-class suite of exclusive product features like the Name-A-Bet platform, to so much more. PointsBet’s distinct Canadian operation, PointsBet Canada, has hit the ground running in this country with the passing of Bill C-218 by the federal government in August, legalizing single-game sports betting.
Much like they did in Colorado during the early days of sports betting in the Centennial State, PointsBet is playing up their local connections. Here’s a quote from Scott Vanderwel, CEO of PointsBet Canada:
“As one of the only true Canadian operators, it was important for PointsBet Canada to partner with organizations deeply rooted in our nation’s identity. Our partnership with Curling Canada will not only support community-based sports but bring curling fans an unprecedented experience from coast-to-coast-to-coast.”
PointsBet also emphasized their many partnerships in the US market:
PointsBet has secured exclusive gaming partner status in the U.S. with numerous professional sports franchises, including the NHL’s Colorado Avalanche and NBA’s Denver Nuggets, and also has U.S. partnerships in place with the NHL, NBA, WNBA, NFL, MLB, and the PGA TOUR, among others. Viewed as an industry leader for responsible gaming efforts and awareness, PointsBet and Curling Canada will also work together on best-in-class practices to protect the integrity of contests.
Katherine Henderson, Chief Executive Officer of Curling Canada, is looking forward to the partnership with PointsBet:
“With the passing of legalized sports betting by the federal government this past summer, we knew that there would be many opportunities available for our sport to be part of a new, legal and regulated way for fans to enjoy our events. PointsBet’s track record speaks for itself, as the company has existing partnerships with a variety of highly regarded partners around the world, and we couldn’t be happier to enter into this new venture with an industry leader.”
Last month, PointsBet become the ‘official and exclusive’ sports betting partner of The Nation Network and hockey focused betting website Dailyfaceoff.com.