Play Alberta, Alberta’s regulated online gaming platform, has announced a significant new partnership with the Edmonton Oilers, one of the most beloved teams in the National Hockey League (NHL). Under the terms of the agreement, Play Alberta will serve as the team’s exclusive sports betting and online gaming partner, with the collaboration set to expand over the next several seasons.
This partnership represents a major move in the Canadian sports and gaming industries, signaling the growing influence of regulated sports betting within the professional sports landscape. As part of the deal, the Play Alberta logo will be prominently featured on the Edmonton Oilers’ home jerseys, while GameSense, Alberta Gaming, Liquor & Cannabis’s (AGLC) responsible gambling program, will be displayed on helmets during home games. This partnership not only boosts Play Alberta’s visibility but also underscores the importance of responsible gambling practices in the increasingly competitive world of online sports betting.
The Growing Integration of Sports Betting and Professional Sports
In recent years, the integration of sports betting within professional sports leagues has accelerated, particularly following the legalization of single-event sports betting in Canada in 2021. Play Alberta’s deal with the Edmonton Oilers marks one of the most high-profile collaborations between a gaming entity and an NHL team in Canada. With the Play Alberta logo now appearing on the Oilers’ home jerseys, the brand is set to gain significant exposure among the team’s large and dedicated fanbase.
Kandice Machado, CEO of AGLC, expressed her enthusiasm about the continued partnership, stating:
“Play Alberta is proud to continue its partnership with the Edmonton Oilers over the next several seasons. We value our patrons and the fans of the Oilers and are thrilled to see PlayAlberta.ca, Alberta’s trusted gambling platform, along with the best-in-class responsible gambling program – GameSense – as prominent fixtures on the Oilers uniforms.”
This partnership aligns with AGLC’s broader goals of promoting responsible gambling while providing an engaging gaming platform for Albertans. With sports betting rapidly becoming more mainstream in Canada, this deal could set the stage for similar partnerships between other professional sports teams and regulated gambling operators.
Economic and Social Impact: Betting Revenue Supports Alberta Programs
One of the unique aspects of the Play Alberta platform is that the revenue generated through the site is reinvested directly into community services and programs across Alberta. Stew MacDonald, President and Chief Revenue Officer at OEG Sports & Entertainment, noted this benefit in his comments on the partnership:
“We are proud to call Play Alberta the official sportsbook of the Edmonton Oilers. With the revenue generated by Play Alberta going to valued services and programs that help enrich the lives of Albertans, donning the Play Alberta logo on our iconic home jersey is a testament to our long-term commitment to communities across Oil Country.”
Play Alberta’s gaming platform is designed to provide entertainment while also giving back to the province. Revenues are funneled into a variety of initiatives, including health, education, and infrastructure projects. This focus on community reinvestment positions Play Alberta as more than just a gaming operator—it’s an integral part of the province’s economic ecosystem.
For the Edmonton Oilers, aligning with Play Alberta also represents an opportunity to solidify their status as a leader in corporate social responsibility (CSR). By partnering with a platform that directly contributes to the betterment of Albertans, the Oilers are able to showcase their commitment to supporting local communities, further strengthening their connection with fans and the wider public.
A Strong Emphasis on Responsible Gambling: GameSense on the Helmets
An important element of this partnership is its focus on responsible gambling. In line with AGLC’s commitment to player protection, GameSense, the agency’s responsible gambling program, will be featured on the Oilers’ helmets during home games. GameSense is recognized as one of the most comprehensive responsible gambling initiatives in Canada, offering tools, resources, and support for players to make informed and safe decisions while engaging with gambling products.
The visibility of the GameSense program on the Oilers’ helmets reinforces the partnership’s commitment to responsible gaming practices. As online sports betting continues to expand, highlighting the importance of player protection and promoting healthy gambling habits is crucial.
By featuring GameSense prominently in the deal, both Play Alberta and the Edmonton Oilers are setting an example for other teams and operators across Canada to follow. It’s a message to fans that while sports betting can enhance the excitement of the game, it must be done in a way that safeguards the well-being of players and their communities.
A Trendsetter in Canadian Sports: Implications for Future Partnerships
The Play Alberta and Edmonton Oilers partnership is not just a significant deal in its own right; it could also serve as a model for future collaborations between professional sports teams and regulated betting operators in Canada. The success of this partnership could inspire other teams to explore similar agreements, particularly as the legal landscape for sports betting continues to evolve across the country.
As more provinces introduce or expand regulated sports betting platforms, teams in the NHL, CFL, and other major leagues may seek out partnerships with local operators to capitalize on the growing market. This shift will likely bring further attention to responsible gambling initiatives like GameSense, as operators and teams alike work to ensure that sports betting remains a safe and sustainable form of entertainment.
Moreover, the financial benefits of these partnerships cannot be overlooked. Teams like the Edmonton Oilers stand to gain significant revenue from such deals, helping to fund operations, attract top talent, and engage more deeply with their fanbases. For betting operators like Play Alberta, the visibility offered by partnering with a major sports team can drive substantial traffic to their platforms, creating a mutually beneficial relationship.
The Future of Play Alberta and Sports Betting in Canada
Looking ahead, the Play Alberta partnership with the Edmonton Oilers marks a pivotal moment in the evolution of sports betting in Canada. As the industry continues to grow, Play Alberta is positioning itself as a leader in regulated online gaming and sports betting, with a focus on responsible gambling and community reinvestment.
The deal also raises important questions about the future of sports sponsorships in Canada. Will other teams in the NHL, or perhaps other leagues like the Canadian Football League (CFL), follow suit and sign similar deals with betting operators? How will these partnerships influence fan engagement, and what role will responsible gambling programs like GameSense play in ensuring that the expansion of sports betting is done ethically?
The answers to these questions will likely unfold over the coming years, as the Canadian sports betting market matures and operators like Play Alberta continue to explore new opportunities. What is clear, however, is that the Play Alberta-Edmonton Oilers partnership has set a new standard for the integration of sports betting within professional sports in Canada, and it will be fascinating to see how this space evolves.
The exclusive sports betting and online gaming partnership between Play Alberta and the Edmonton Oilers is a landmark deal that reflects the growing prominence of sports betting in Canada. By incorporating responsible gambling initiatives like GameSense and reinvesting revenues into community programs, the partnership goes beyond traditional sponsorship arrangements to offer tangible benefits for fans and Albertans alike.
As Play Alberta and the Edmonton Oilers continue to collaborate over the next several seasons, the deal stands as a prime example of how sports teams and betting operators can work together to create a positive impact. With responsible gambling at the forefront, this partnership is poised to influence the future of sports betting partnerships not only in Alberta but across Canada as a whole.