Insiders react to AGCO’s proposed ban on athlete and celebrity endorsements

After breaking the news that the Alcohol and Gaming Commission of Ontario was taking a harder line on the use of athletes and celebrities in sportsbook and igaming advertising, the Gaming News Canada Show presented by Osler, Hoskin & Harcourt LLP dug deeper into the commission’s proposal.

Kindred Group’s Amanda Brewer, Phill Gray of Sports Interaction, journalist Scott Longley of Earnings+More, Parleh Media Group’s Gavin Roth and Mark Silver, and Canadian sports media expert Jonah Sigel all weighed in on the AGCO’s proposed amended standard:

1. Create an obligation for operators and suppliers to cease any advertising and marketing activities that use athletes, whether active or retired, in gaming marketing and advertising; and,
2. Prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who are reasonably expected to appeal to minors. This proposed amendment differs from the current standard, which is applicable to persons that “primarily appeal” to minors. Advertising remains a permitted activity, provided other Standards are met.

Longley, speaking to us from the UK, provided an update on the decision by the Premier League this week to ban front-of-jersey sponsorships with its soccer clubs. Mark Potter of EPIC Risk Management also joined the show from the UK to talk about the harassment of athletes on social media, and at sports venues, by disgruntled bettors. Hockey analytics guru Meghan Chayka also came on to discuss her FanDuel Canada-sponsored Strength in Number segments on TSN Hockey this season, and also about the ongoing push for gender equity in the sport that now includes a pilot project that will be funded by FanDuel, Bauer Hockey, Canadian Tire and Harvey’s.

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