MT: The Gambling Sponsorships Legality in Canadian Sports Leagues
MD: Can professional sports teams in Canada’s major competitions strike sponsorship deals with gambling companies? Let’s explore their legality.
Let’s say it from the jump: Canadian law is not the primary reason behind the differences in gambling sponsorships among the clubs competing in the country’s major sports leagues. Given that most of them are cross-border ones, the rules that apply are beyond the scope of national legislation.
So, what regulations do Canadian sports clubs need to follow? If you look at how a CFL club treats this aspect and compare it to those in the major leagues shared with the USA, then you immediately identify stark differences.
In this article, we will explore this aspect and showcase what goes into the current status. Namely, we’ll talk about the actual gambling-related legislation in Canada, how each league self-regulates its approach to gambling, and how several provincial details have a clear impact.
Who does the Canadian government allow to advertise their product?
The Canadian government opened the door for legal single-event betting when it voted in Bill C-218 (43-2), which was an amendment to the Criminal Code of Canada. This is the only notable federal contribution, given that the provinces are free to host online gambling in their markets.
That’s why there are two major models present in Canadian gambling. On one hand, Ontario (2022) and Alberta (2026) have competitive markets with sublicensing protocols and tens of active operators. On the other hand, the monopolistic approach is found in markets like British Columbia (PlayNow), Quebec (Mise-o-jeu), and the Atlantic provinces (the shared Proline).
It matters the most when it comes to the CFL, given that five of its teams reside in the competitively structured province markets, which means that they have a more developed rulebook from this point of view. This clarity has allowed theScore Bet to agree to a deal to become the league’s official gaming operator partner.
Each professional league has clear rules on what the shareholders can promote
As we said, each league generally governs itself when it comes to how it approaches gambling, especially nowadays, it’s become a sensitive subject because of the possibility of fraudulent behavior from athletes. Naturally, in the Canadian context, the provincial regulations can also impact gambling advertisements.
Let’s take each major league case by case before we return to the CFL:
- MLB’s strict on-sleeve advertisement patch excludes gambling, alongside media and alcohol brands, from being on the kit of its constituent teams. The Blue Jays fall within this approach, so only a sports bar and premium seating sections can be part of how it honors its long partnership with theScore Bet.
- The NBA’s patch in the corner of the jersey has similar restrictions to MLB’s, excluding tobacco- and politics-related content. Instead, the Raptors work with their partners (FanDuel, PointsBet, and PokerStars) via front pole branding and their courtside LED install.
- The NHL officially joined the patch-advertisement club in 2022, adding four spots to the jersey. Quite notably, it has the deciding power on what can actually end up on the jersey. The content of these spots also excludes explicit elements like those of the other leagues. The rink signage is where the gambling advertisement goes, not to mention the partnership announcements and designations that are, essentially, PR endorsements.
- The MLS, which has mimicked the European tradition of allowing kit sponsors since 2007, sees its franchises operating with essentially the same rules as the other clubs in the major leagues.
And then we have the CFL.
Why the CFL is different, how it manifests
The CFL is different because its own organizational structure does not work with the same restrictions as the other leagues. It’s strictly under Canadian law, given the location of its clubs, which means that the teams are free to sell their advertisement spot on their kit to gambling companies.
Commercially, the CFL itself partnered with ToonieBet in July 2025. The brand, owned by Soft2Bet, holds the rights to the Grey Cup, but also has a hand in CFL Fantasy and Ontario’s Gametracker. This company has also added the Hamilton Tiger-Cats and the Ottawa Redblacks to its sponsorship portfolio in the summer of 2026.
The Redblacks, in particular, have a very visible deal with ToonieBet. The gambling brand’s logo is on the jersey, stadium place activator, LED signs, broadcast placement, and even its Sideline Club.
However, ToonieBet is not the only firm involved. FanDuel has been working with the league since 2023, while theScore Bet joined the roster in July 2026, specifically for the competitive markets (Ontario and Alberta), while also working as the presenting partner for the CFL’s official app.
Speaking of these markets, it’s important to note that the two provinces specifically ruled against the advertising of promotions and similar inducements. For this reason, no deposit bonuses for Canadian players are no longer marketable via the CFL or other public means since these incentives can be visible and marketed only on the operator’s site.
The Ontario athlete ban became a game-changer
The AGCO, the government agency that regulates gambling in Ontario, announced on 29 August 2023 that it will introduce an amendment that prevents operators from using active or retired athletes in marketing or advertising campaigns. The only exception is for awareness campaigns in the interest of responsible gambling.
Given that the measure came about a year after the launch of the competitive market model in the province, enough time had passed for complaints to come in because of the visibility of athlete-led campaigns with megastars like Gretzky, McDavid, and Matthews. After consultations, it became clear that this ban had to happen.
The main reason cited in this decision was youth exposure. Given that these public people, admired by the young, were on the front end of gambling ad campaigns, the decision appeared inevitable, and the measure became effective on 28 February 2024.
CFL’s case is, again, different, given that the technicality revolves around the difference between sponsorship and endorsement. What the CFL clubs do is represent a sponsor, whereas the athlete campaigns are clear endorsements.
The CGA Code matters quite a lot
While the gambling-related legislation is quite clear and delegative in its framework, the Canadian Gaming Association operates within a different scope. Namely, it created its own Code for Responsible Gambling Advertising, which it published in October 2025, and which came into effect on the first day of 2026.
Its standards mostly revolve around the digital, social, and broadcast-level advertising, and it binds only the companies that sign it. As such, it’s a voluntary system in which firms can place themselves.
How do things compare to the international context?
Compared to countries in the Commonwealth, Canada is, by far, the most permissive. The UK has been cracking down on the visibility of gambling firms in the Premier League, whereas Australia’s 2026 Gambling Amendment Bill outright banned gambling ads during live sports events, in hosting venues, created a watershed, and outlawed athlete endorsements.
Let’s take the jersey aspect. Other than the league-level decision-making, which the CFL is very permissive with, given the scope of its partnerships, Canada is very hands-off. In the UK, there was a voluntary step away from gambling firms on the front of the shirt, followed by a ban on unlicensed brands starting in 2026; the sleeves are still fair game. In Australia, the legislation erased any form of it completely.
As for venue signs and live sport broadcasts, Canada is, again, the most permissive. The UK has a whistle-to-whistle code, which stops ads during the match, while Australia’s rules (which take effect on 1 January 2027) ban both signage and live broadcast ads between 6:00 and 20:30.
Athlete endorsements, as we said, aren’t allowed in Ontario and severely restricted in the newly established Alberta framework. The UK restricts those that can appeal to minors, while Australia did away with them completely.
Conclusion: What does it all mean for the CFL?
The CFL is in a position to accelerate its involvement with gambling money because its main markets, Ontario and Alberta, have the clearest legislation. The league itself is open to these partnerships, unlike the major leagues that Canada shares with the USA. That’s why gambling brands present as operators in the two provinces are so visible across the CFL.
A major question would be whether the CFL, perhaps under pressure, would be willing to restrict itself from its current partnership models. It’s quite possible if public outrage starts factoring in.
Another would be new legislation regarding gambling ads, which Bill S-211 (45-1), or its successor/s, may achieve in the interest of restricting the overall visibility of such campaigns.
Overall, the important part of this conversation remains the need for safety and a measured approach. If you’re in a market where access to online betting is easy, please gamble responsibly!
