In one sweeping move, PointsBet Canada announced Wednesday it has entered into a long-term partnership to become the official and exclusive sports betting partner of Curling Canada.

The partnership with Curling Canada will allow PointsBet to become a title sponsor of a Curling Canada Season of Champions event, beginning in the 2022-23 season, according to a news release.

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Sports betting in Canada could launch in Ontario first, with operators currently applying for licenses. PROLINE+, run by the Ontario Lottery and Gaming Corp., is currently the only legal online sportsbook for Ontario sports betting.

Official Sports Betting Partner

The deal includes all Curling Canada event broadcasts, with more than 300 broadcast hours and more than 350 repeat hours per season, the release said. PointsBet will also have the only 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.

“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,” Katherine Henderson, chief executive officer of Curling Canada, said in the release.

“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.”

Canada Legalizes Single-Event Wagering

On June 22, the Canadian Senate passed bill C-218, legalizing single-event sports betting, with Ontario anticipating to go live first with an open licensing system for sportsbooks and betting apps, followed by Alberta sports betting in 2022.

PointsBet said it anticipates launching sports betting operations in Ontario in the first quarter of calendar year 2022, pending regulatory approvals.

“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,” Scott Vanderwel, chief executive officer of PointsBet Canada, said in the release.

“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.”

More than 13 million people watch Curling Canada’s events each season, according to the release.

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