You will agree that Canada has been gambling since time immemorial. Today, this practice has become so prevalent that PlayToday.co claims 75% of the country’s citizens gamble in some form. Of course, one of the contributing factors to this trend is the growing popularity of online platforms.

Imagine that with just a click of a button on your smartphone, you can start spinning the reels of your favourite slot game from anywhere, thanks to online platforms. These platforms, evaluated by industry experts here, allow players to access multiple gambling experiences without worrying about accessing physical destinations. As a result, Statista expects the Canadian casino market to show an annual growth rate of about 2.67%, translating to a volume of more than $10 billion by 2029.

However, besides online platforms, other factors like hosting CFL-themed casino nights could also help further drive the casino industry’s popularity in the country. These types of events are more than just flashy fundraisers. They can be smart and strategic partnerships between CFL franchises and local or national casinos that turn a fun night out into real support for community programs.  

Why are These Collaborations Important?

Did you know that, according to Zendesk, more than eight in ten consumers will not do business with a brand they don’t trust? Of course, this preference could even be more prevalent in the casino industry, given that scammers are becoming exceedingly popular. That’s why you want to work hard to ensure as many players as possible can trust your brand.

Thankfully, partnering with reputable CFL teams like the B.C. Lions can help with that. Think of it as a trustworthy friend recommending a retailer. You will likely buy from it just because you trust your friend. It’s the same thing with casino-CFL partnerships. When operators collaborate with reputable teams, fans receive the notion that these operators are reliable, which could encourage exploration. Teams, in turn, reach new audiences, especially those who may not attend games.

Just recently, ToonieBet, Soft2Bet’s premier bookmaker and online casino brand, confirmed a multi-year partnership deal with the CFL’s championship game, the Grey Cup. While this collaboration wasn’t about hosting a themed casino night, it would allow fans to enjoy branded casino experiences on the platform. Surprisingly, this was Soft2Bet’s second sports collaboration in the country within just three months.

The Power of Player-Fan Interaction

One of the biggest draws of these casino nights is the up-close access fans get to their favourite football players. Imagine sitting at a poker table with Nathan Rourke dealing the cards. Or better still, watching a dealer dressed in a Redblacks jersey call out a lucky 21 while Ottawa fans erupt in laughter. This is an unforgettable experience that transforms the player-fan dynamic.

At least you won’t just be shouting from afar but interacting with athletes you usually only see on TV. That personal interaction can work wonders for fundraising because people are more likely to support causes they feel part of. It can actually make fans become more connected to either the respective CFL team or the casino company.

And if the fundraiser is about social issues like championing sustainability in sports, the results could even be more mind-blowing. According to Amra & Elma, 91% of customers easily transact with brands that support social and environmental issues. To make the experience even tighter, the partners can consider including VIP casino tables where fans can dine and game alongside CFL alumni. As long as they know it’s for a good cause, more people could be willing to pay the entry fees to enjoy entertainment while displaying generosity.

Local causes taking center stage

Consider a popular challenge in many nations, such as underfunded youth football leagues. Statistics show a correlation between household income and sports participation, with lower-income youth less likely to play competitive sports. To put that into perspective, the Canadian Fitness and Lifestyle Research Institute found that 19% of individuals from families earning less than $60,000 engaged in these sports compared to 34% among those from higher-income families.

Well, CFL has been implementing initiatives and programs to support amateur football. In 2023, they invested more than $4 million in these sports to encourage youth participation and engage underserved communities. If it moves a step further to organize fundraising events, many fans could rally behind them. Thanks to themed casino nights’ engaging atmosphere, attendees can enjoy entertainment as they show their support and care. 

To further encourage the sense of community, consider incorporating CFL team colours, logos and player cutouts into the decorations or even having a ‘CFL Draft’ themed raffle or silent auction. You could also set up a photo booth with the league’s themed props like helmets and jerseys to make the experience more immersive for CFL’s supporters. Adding games like Field Goal Frenzy and hiring a band that can play a mix of classic casino tunes and some high-energy sports anthems can also keep fans engaged all night long.

While themed casino nights can be a great way to bring a gambling experience to an event, partnering with casinos for such occasions can be a goldmine for CFL teams. These occasions combine entertainment with generosity, allowing fans to rub elbows with favourite players and support causes close to home. As a result, both the gambling companies and football teams can deepen their roots in their community, ensuring their influence is long-lasting.