US Sports Betting Industry Expert
The National Lacrosse League (NLL) is officially one of the first professional sports leagues in Canada to announce a partnership with a sports betting platform. The NLL announced in late December that Sports Interaction would be the league’s official sports betting partner moving forward.
Sports Interaction is an online sports betting site based out of Canada which offers players sports betting, casino games, and poker options. The platform is owned and operated by Mohawk Online. They, like many others, hope to solidify a market share when provinces begin handing out private licenses later this quarter.
“We have been developing the NLL Sports Betting platform as a new line of business throughout the last 20 months and betting partners are a key part of the platform. We are excited and honored to bring back a renewed relationship with Sports Interaction that will take our collective marketing efforts to a new level and grow our respective businesses through an engagement platform for our fans as our Official Canadian Sports Betting Partner,” said NLL Commissioner Nick Sakiewicz in a league statement. “We know this partnership will continue to grow our engagement with casual and diehard fans of the NLL, as well as attract new fans who enjoy and have become fans of the high voltage action and fast pace of the NLL game.”
CEO of Mohawk Online Dean Montour was quick to point out that the partnership was a natural fit for both parties: “Lacrosse is part of our heritage and a sport very close to our hearts. For centuries, Mohawks have bet on lacrosse games and we are proud to partner with The NLL and its fans because they share our passion and epitomize everything that is great about the game.”
With dozens of American competitors ready to enter the Canadian sports betting marketplace, Sports Interaction is banking on converting their existing Canadian userbase into customers in the burgeoning landscape. The timing of the deal comes on the heels of the announcement that Canadian broadcasting giant TSN had acquired NLL broadcast and streaming rights this past summer.
In an official press release, Nathalie Cook, VP of TSN & RDS stated: “The NLL is a significant addition to our live sports schedule, one we know our fans will enjoy for years to come, and we’re excited to deliver expansive coverage, both on and off the floor, to spotlight the league’s talented players.”
The 15 team league will now receive primetime coverage across TSN’s platforms, including an “NLL Game of the Week” to which they’ll have exclusive rights to. Sports Interaction hopes that the increased visibility will translate into more users when they acquire their private licenses for single game betting in the not so distant future.
Written by Kyle Skinner, our US Sports Betting Industry Expert. You can learn more about our author's expertise here.