PointsBet, Trailer Park Boys link up in Canadian partnership
Sports betting operator to leverage cast of iconic comedy series as part of brand-building push up north
PointsBet has unveiled a unique promotional tie-in as part of its efforts to leverage the sports betting opportunity in Canada, announcing an exclusive multiyear partnership with the Trailer Park Boys.
As part of the union, PointsBet and the cast of the cult-classic mockumentary series will collaborate on a variety of content initiatives that will appear on the owned channels of both parties.
In addition, Bubbles, Ricky and Julian, the headline characters of the Nova Scotia-based comedy – which ran for 12 seasons and was centered around the gambling-friendly trio’s various harebrained exploits – will be featured in PointsBet’s advertising campaigns, activations and special VIP-style events.
“Our mission from day one has been to build a sportsbook as authentically Canadian as poutine,” said PointsBet Canada chief commercial officer Nic Sulsky. “And nothing says Canadiana more than the Trailer Park Boys. We are thrilled to have Bubbles, Ricky and Julian join Canada’s sportsbook to bring fans a new, innovative experience.”
The partnership marks the latest in a series of strategic moves executed by PointsBet in its efforts to build a bona fide brand presence in Canada as legalized sports betting begins to pick up steam in 2022.
Over the past few months, the operator has established partnerships with Curling Canada and the NHL Alumni Association, in addition to assembling an executive team specifically for its Canadian operations.
“Whether it is Curling Canada, the NHLAA or the Trailer Park Boys, we are committed to building a brand and identity that acknowledges the little intricacies that make us all proud to be Canadian,” said PointsBet Canada vice president of marketing David Rivers.
Sports betting in Canada, which was legalized in 2021, is currently available via the lottery in Ontario. Commercial operators are expected to launch before the end of Q1 2022.