Closer Look: Sports Bettors in Canada

SponsorPulse Staff
  • April 26, 2023
  • SponsorPulse Staff
Sports Bettor Insights
What would you put on the line for your favorite team? Over a year into the legalization of single-game sports wagering, momentum continues gathering for the sports betting industry.

From in-app ads to primetime commercial placements, it seems every day new sports betting operators, and their charming spokespersons, are popping up everywhere you look. While it’s easy to get pulled into the hype, we leveraged SponsorPulse data to develop an accurate picture of how sports betting has spread across our country.

Here’s everything you need to know about sports bettors in Canada: 

The Demographics

The force at which sports betting operators like Draft Kings, Points Bet, and Bet MGM, have swept the nation is bordering on G. In fact, 8% or ~1.8MM Canadians above the legal betting age have placed a bet in the past 3 months! But sports betting isn’t a generalist’s game, and the subsect of the population who are embracing it has a clear definition. 

So what do Canadian sports bettors look like? First off, 73% are males under 45 years old, 42% of which have kids. Financially? 63% earn a household income of >$70K a year. Interestingly, the bulk of sports bettors is represented in Ontario, which has an 808K estimated population of sports bettors. Trailing behind is Western Canada at 588K, Quebec at 310K, and Atlantic Canada at 103K. 

Opportunities Abound

Fact: Our data suggest that more than 2 in 3 Canadian sports bettors engage with the biggest sports leagues in the country—often weekly. Sports bettors actively engage with entertainment and causal properties, which can provide additional opportunities for breakthroughs. All in all, the future of sports betting, especially as it pertains to sponsorship marketing, appears bright.

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