PointsBet Canada Heats Up in Ontario with Trailer Park Boys Partnership

• PointsBet Canada has hired the Trailer Park Boys to serve as brand ambassadors
• The Canadian pop culture icons are starring in ads promoting PointsBet Canada
• Privately-owned sportsbooks will be launching in Ontario on April 4, 2022

The Trailer Park Boys are Canadian cultural icons. Who better then to help PointsBet Canada make a name for their company with Ontario sports bettors than the hilarious and popular trio of Julian, Ricky, and Bubbles?

Originating from Australia, PointsBet isn’t on the same level of big name recognition as betting powerhouses such as BetMGM, Caesars, DraftKings, or FanDuel. That’s why they need to be creative as they seek to gain a foothold in what is going to be a crowded Ontario online sports betting landscape.

The PointsBet Onario app is among more than 30 online sports betting sites figuring to be setting up shop in the Trillium Province. Ontario opens for business from privately-owned sportsbooks on April 4, 2022. It’s going to be, as Ricky might say in one of his language-fracturing Rickyisms, “survival of the fitness.”

Trailer Park Boys Star In PointsBet Canada Ad Campaign

PointsBet Canada has reached agreements to serve as the official sports betting partner of the NHL Alumni Association, as well as Curling Canada. They are utilizing those partnerships to put the Trailer Park Boys alongside well-known Canadian athletes in a series of ads promoting the arrival of the PointsBet brand in Canada.

“Our mission from day one has been to build a sportsbook as authentically Canadian as poutine,” said Nic Sulsky, Chief Commercial Officer of PointsBet Canada. “And nothing says Canadiana more than the Trailer Park Boys.”

As a sports betting platform with a smaller budget, PointsBet can’t afford to bring in the likes of hockey legends like Wayne Gretzky and Connor McDavid, as BetMGM Canada has done. They need to be more creative in their promotional decisions. Going with the Trailer Park Boys is proving to be a stroke of marketing genius.

“Let’s face it, PointsBet is a challenger brand,” Sulsky admitted. “We have to outthink folks. We can’t necessarily outspend them.”

The first PointsBet commercial to hit the airwaves features the Trailer Park Boys dueling on the ice. The PointsBet commercial cast features former NHLers Mike Vernon, Stu Grimson, and Hockey Hall-of-Famer Paul Coffey.

Trailer Park Boys Can “Hack It”

More recently, PointsBet ad actors include world champion curlers Kevin Koe and Ben Herbert, along with Canadian women’s champions Kerri Einarson and Shannon Birchard. Taking to the hack, they’re teaching the finer arts of curling, or as Ricky calls it, “ice bowling” to the boys. The commercial was filmed at the Mayflower Curling Club in Halifax.

“Oh man, it was awesome,” Hebert told Postmedia. “They’re Canadian icons and funny dudes. We had some good laughs and they treated us like gold. We’re clearly not actors by trade but they made it super easy on us, rolled out the red carpet and were great to work with.”

Both ads are working on all levels. The Trailer Park Boys come off as the same quirky guys you see in their movies and TV show—minus the R-rated language, of course.

“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 David Rivers, Vice-President of Marketing for PointsBet Canada.

PointsBet Canada Seeking To Connect With What It Means To Be Canadian

Understanding and recognizing the unique nuances of Canadian sports and Canadian sports betting is going to be vital for sportsbooks seeking to establish a foothold in the industry north of the 49th parallel. Torontonians may take a more cosmopolitan approach to their sports betting habits. In other areas of the country, sports such as curling and the CFL are taking on a place of prominence.

Sulsky said the goal of PointsBet Canada is to be “really engaging our Canadianism, really building an authentic connection to what it means to be a Canadian sports fan.”

“We’re trying to build a distinct brand voice to provide something different for fans. We truly believe that the Canadian audience is distinct, authentic and proud.”

They certainly appear to be succeeding in their objectives. A lot of Ontarians might not have known the PointsBet brand a couple of months ago. Thanks to the connection with the Trailer Park Boys, people most certainly are aware of PointsBet Canada now.

Trailer Park Boys FAQ

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