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Matthews, McDavid, Gretzky may lose out on endorsement deals as a result of a recent ban in Ontario

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Mike Armenti
August 30, 2023 (11:12)

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Over the last year or two, we've seen a pretty significant uptick in sportsbooks advertising their product during NHL hockey broadcasts. Some players, past and present, who have secured endorsement deals with sportsbooks include the likes of Auston Matthews, Connor McDavid and even The Great One, Wayne Gretzky. Unfortunately, due to a new ban in Ontario, some of the opportunities are about to dry up.

TSN's Rick Westhead has built a reputation for reporting on the things that nobody else wants to talk about. In this case, how sports gambling and online casinos are suggestive to youth. Per Westhead's most recent report, the Alcohol and Gaming Commission of Ontario (AGCO) has placed a ban on athletes appearing in commercials for online gambling platforms as a way of protecting minors and limiting the spread of influential advertising to youth, which is expected to come into effect on February 28th, 2024.

Obviously, there are implications for Matthews, McDavid and Gretzky here, as Matthews has appeared in commercials for popular sportsbook Bet99 and Connor McDavid and Wayne Gretzky, both Ontario-born players, have deals with rival sportsbook BetMGM Sports.

The AGCO had the following to say in their official statement:

"The amended standards will prohibit registered Ontario igaming operators from using athletes, whether active or retired... except for the exclusive purpose of advocating for responsible gambling practices. These amended standards also restrict the use of celebrities, role models, social media influencers, entertainers, cartoon figures, and symbols that 'would likely be expected to appeal to minors'. This broadens and strengthens the existing standard that, prior to this change, prohibited the use of advertising and marketing content with a 'primary appeal to minors'."

It's unclear, at this point, what this means for these types of endorsements moving forward. With Ontario is taking this approach, it's likely that we could see other provinces follow suit and issue similar bans. For Matthews, Gretzky and McDavid, does this mean that their current endorsement deals will go away? Will these ads still be airable in other markets? I'm sure that these questions will be answered before too long, but I wouldn't be surprised if the end result of this is that these players, other athletes and celebrities will simply look for other opportunities and sign new endorsement deals for a different type of product or service.

Previously on HockeyUnplugged

Connor Bedard discusses what it's like being compared to Connor McDavid even before playing a single game

Washington Capitals announce awesome fan giveaway inspired by Sonny Milano

Toronto Maple Leafs reach final decision on the future of William Nylander

POLL
30 AOUT \| 247 ANSWERS Matthews, McDavid, Gretzky may lose out on endorsement deals as a result of a recent ban in Ontario Will Matthews, McDavid and Gretzky lose their sports betting endorsement deals?
Yes	92	37.2 %
No	63	25.5 %
These commercials shouldn't be aired anyway	92	37.2 %
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