PointsBet Holdings Limited via its subsidiary PointsBet Canada has agreed to become the official and exclusive sports betting partner of Curling Canada.
As part of the agreement, the firm will also become a title sponsor of a Curling Canada Season of Champions event, beginning in the 2022-23 season.
Katherine Henderson, CEO of Curling Canada, commented: “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.”
The deal will include complete category exclusivity (sportsbook and online casino) for all Curling Canada event broadcasts, including 300 broadcast hours and over 350 repeat hours per season.
PointsBet will also have the sole use of the designation ‘Official Sports Betting Partner of Curling Canada’ and the right to use Curling Canada, Season of Champions and official event marks in marketing activations.
PointsBet Canada CEO Scott Vanderwel added: “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 who, our research shows, are active bettors and over-index when compared to fans of other sports, an unprecedented sports betting experience.”
Last month, PointsBet Canada sealed a multi-year deal to become the sports betting partner of DailyFaceoff.com and The Nation Network.
Back in June, the Canadian Senate passed bill C-218, legalising single-event sports betting. Pending regulatory approvals, Pointsbet anticipates launching operations in Ontario, Canada in Q1 2022.