Hockey in Canada: Betting and Excitement

In one of our articles, we mentioned that the NHL holds a dominant position in Canada’s sports betting market, with hockey accounting for 45% of all wagers. However, the recent 4 Nations Face-Off tournament proved that Canadians’ passion for hockey and betting has reached a whole new level.

The final match at TD Garden in Boston, where Connor McDavid secured Canada’s victory in overtime, was watched by 10.7 million people across the country – nearly a quarter of Canada’s population! But it wasn’t just TV ratings that broke records. The Ontario Lottery and Gaming Corporation reported that the 4 Nations tournament attracted ten times more bets than the NBA All-Star Game. And during Canada’s game against the U.S., that figure soared to 20 times higher!

In neighbouring Quebec, Loto-Québec also noted an “unprecedented level of interest” in the final, surpassing even last year’s Stanley Cup Final. This tournament became more than just a sporting event – it turned into a true celebration for hockey fans and bettors alike. It demonstrated that hockey and wagering form the perfect duo.

The NHL’s role in the growth of sports betting

NHL games attract massive audiences, both in arenas and on television. As a result, sportsbooks gain new users who may not have been interested in betting before but enjoy watching the matches. This is why bookmakers actively invest in advertising, sponsorships, and exclusive offers for fans.

Of course, Canadian law regulates sports betting advertisements – a topic we’ve covered in a previous article. Nevertheless, the NHL’s partnerships with sportsbooks help them attract new customers while engaging existing ones. For example, the league’s collaboration with Bet99 led to the launch of a free NHL predictive game in 2022. Available on every game day, the game allowed fans to answer daily questions and earn points for correct predictions. The top scorers won cash prizes, store gift cards, and other rewards.

Additionally, Bet99 was able to promote its brand through digital advertising panels. If you looked closely at the ice during the 4 Nations Face-Off final, you would have noticed the bookmaker’s logo. Bet365 also frequently appears on the rink.

So, hockey boosts brand recognition for sportsbooks and expands their audience.

How hockey betting impacts the market

Let’s revisit the 4 Nations Face-Off tournament. It wasn’t just a thrilling sporting event – it had a significant economic impact on Canada’s betting market.

In Alberta, the Play Alberta platform, operated by Alberta Gaming, Liquor and Cannabis, recorded a betting volume ten times higher than on a regular NHL season night. Moreover, 84% of all wagers and 86% of the total wagered amount were placed on Canada’s victory. This not only highlights Canadians’ confidence in their national team but also demonstrates how hockey events can drive betting activity.

In British Columbia, the tournament final became the most popular hockey match of the year on the PlayNow platform and ranked as the third most popular hockey game in the platform’s history. This suggests that major international tournaments featuring Team Canada can attract even more attention than NHL games.

Commercial sportsbooks also felt the impact of the tournament. FanDuel Canada reported that the 4 Nations final was the most-bet hockey match in the platform’s history in Ontario. Bettors actively placed live wagers and single-game parlays. Interestingly, Canadians also wagered on unconventional markets, such as the exact start time of the game or the jersey number of the player who would score the first goal – something we previously covered in another article.

PointsBet Canada noted that Canada’s games against the U.S. drew five times more bets than regular NHL matchups. Betway also emphasized that the tournament exceeded all expectations, proving to be more popular than the NHL All-Star Weekend, which it replaced.

Ultimately, the 4 Nations Face-Off not only reinforced hockey’s status as Canada’s premier sporting event but also showcased how hockey betting can be a powerful economic driver. This tournament served as a vivid example of how sports and wagering can amplify each other, benefiting both fans and businesses.

Challenges and risks in hockey betting

Despite the growing popularity of sports wagering, the industry faces several significant challenges. One of the main concerns is the risk of gambling addiction among fans. Studies suggest that the accessibility of online betting and its integration into sports broadcasts may increase the likelihood of problem gambling. Many Canadians are also worried about the rising prevalence of betting ads during broadcasts.

Another issue at the intersection of sports and wagering is the potential for match-fixing. While the NHL has strict regulations and safeguards in place to prevent such incidents, the increasing popularity of betting raises potential risks. Sports history has seen many cases where active players deliberately threw matches. A recent example is Toronto Raptors forward Jontay Porter, who was banned for life.

Maintaining a balance between commercial interests and social responsibility is crucial. New measures should be developed to protect players, enhance oversight tools, and collaborate with mental health experts. Ultimately, individual responsibility also plays a key role – people themselves must bet responsibly.

Relevant news