Now that Canada has single-event sports betting—at least in Ontario—it’s time for that juggernaut of competition, curling.
“We want to make curling cool,” said Nic Sulsky, chief commercial officer for PointsBet Canada. “Curling is already fun, and Canadians already love it. I think there’s a huge number of Canadians who I think are ready for curling to take that next step and we want to help be that foundation to help it get to that next level.”
Curling Canada declared PointsBet the sports betting partner last fall, according to the Toronto Star.
Commercial spots featuring the Trailer Park Boys comedy group and members of Team Kerri Einarson and Team Kevin Koe were broadcast in heavy rotation during the Season of Champions events.
According to Curling Canada, PointsBet will offer “exciting and innovative ways for fans to engage with Curling Canada events.”
Sulsky said watch for a full rollout next season.
“We are a technology company, but we’re also focused on entertainment,” Sulsky said. “So how can PointsBet add to the overall experience of a Curling Canada event with gambling?
The Tim Hortons Brier at London’s Budweiser Gardens next March should attract a crowd in a university town with strong sports roots. The opportunity to bet live on teams, scores, and prop bets in such a setting — may help enhance curling’s appeal to younger fans. Curling prop best include over-under on total scores, end scores and shooting percentages along with bets on how many ends are blanked or whether there’s a steal.
“It’s a slow (build). “But iGaming and sports gambling is definitely going to be the first step to try to hook and bait these new consumers into the sport,” said Mike Naraine, an assistant professor with Brock University’s department of sport management.
It also keeps the focus on games when there is a blowout and gives fans something to root for, Sulsky said.
“So, I think that what we’re going to see is that the audience is going to stay at events longer and watch more intently.”
There are already over a dozen sportsbook apps taking legal bets online in the province, including DraftKings, which just launched. Proline+ service is in play through Ontario Lottery and Gaming Corp.
PointsBet has partnered with the Koe and Einarson rinks and Coolbet partnered with Team John Epping.
Team Brendan Bottcher lead Ben Hebert, who played with Koe last season and is a PointsBet ambassador, said betting can help build on the fan passion and energy at curling events since attendance restrictions were lifted.
“I think that the popularity of curling has really been showing through,” said Hebert. “But I do think that obviously gambling on the games is something else that we can (use to) trigger some younger viewership.”
Three Grand Slam circuit stops are scheduled for Ontario, including the season-opening October 4-9 Boost National in North Bay.
