Bet99 has signed the National Hockey League’s Toronto Maple Leafs star Auston Matthews on an endorsement deal.
As reported by SportsHandle, the Canadian sportsbook has signed Matthews to a three-year deal believed to be worth seven figures.
The Maple Leafs player took to his Twitter account to announce the endorsement deal, tweeting: “I’m proud to announce my partnership with Bet99
and am excited to explore and develop opportunities in this space alongside their team. Stay tuned for more!”
Matthews is one of the NHL’s brightest stars and becomes one of the first active players to receive an endorsement deal.
Last October, the NHL Players’ Association struck a deal with the league allowing players to agree on advertising deals with sportsbooks after a prior ban.
Currently licensed and regulated by the tribal Kahnawake Gaming Commission, Bet99 is not licensed to operate in the Ontario igaming market which is set to open in April, and it is currently unknown if the sportsbook has applied for one.
From April 4, private gaming operators that have registered with the Alcohol and Gaming Commission of Ontario (AGCO) and have executed an operating agreement with iGO, a subsidiary of the AGCO, can begin to offer its games to players within the region.