The Responsible Gambling Council signed a deal with the NHL’s Ottawa Senators last week. The partnership runs through June 2027, with an option to extend further.
This isn’t the Senators’ first gambling-related deal. They recently partnered with Soft2Bet through its ToonieBet brand. The RGC has been working with various sports organisations across North America to spread safer gambling messages. Sports partnerships give them access to audiences where betting and entertainment naturally intersect.
Why Sports Venues Matter for RG Outreach
RGC CEO Sarah McCarthy explained the thinking behind the partnership. “Sports and sports betting are increasingly connected in today’s entertainment landscape,” she said. The council wants to reach people “when they’re getting in the game with their team, in those moments when emotions are running high.”
The goal? Provide practical information about keeping gambling safe and enjoyable.
Sports venues offer a direct line to fans who might also bet on games. It’s about timing and context. Catching someone at an emotional moment, during a close game or after a big save, might be exactly when they need a reminder about limits.
What Fans Will See at Senators Games
The partnership covers both Ontario and Quebec markets. Responsible gambling messages will appear around the Canadian Tire Centre through in-arena activations and digital signage.
The RGC will also sponsor the “Great Saves” in-game feature during selected home games. This content will run through the Senators’ online media channels as well.
Fans watching broadcasts will see RG messaging integrated into the viewing experience. The displays aim to normalise conversations about gambling limits and safer play habits. It’s not preachy stuff – just practical reminders woven into the game experience.
How This Fits RGC’s Broader Strategy
This deal reflects the RGC’s approach to working with industry participants across North America. Sports partnerships let them reach audiences at scale.
Martin Ballard, the Senators’ VP of Corporate Partnerships, noted the partnership “supports our commitment to fan wellbeing and aligns with our core values and beliefs.”
The RGC announced a certification program with the Responsible Online Gaming Association back in September. That program adds another layer to their harm prevention work.
They’re building multiple touchpoints, from arena signage to professional certifications, to promote safer gambling practices.
The Senators partnership gives the council visibility in a major sports market during a time when betting advertising is increasingly common at sporting events, and with the option to extend past 2027, this could become a long-term presence at Senators games.
