Hockey fans can likely bet on seeing more gambling-related advertising

Gordon Rendell is frustrated with the amount of betting-related content on NHL broadcasts lately. TV ads promoting sports betting, broadcast segments devoted to sports gambling and digital ads on arena boards promote sports book companies are all part of the fierce competition for the business of people who want to bet.

There is a rise in gambling-related content in hockey media. Ontario legalized sports betting in April.

Sports betting ads are popping up everywhere across Ontario. Some experts are concerned they could reach audiences outside the province and entice them to play on unregulated gambling sites. The U.S. Supreme Court allowed the wider adoption of sports gambling in 2018. 31 U States now allow people to bet on sports in-person or online.

Sport book companies are trying to gain the attention of hockey viewers and their betting dollars. Some have inked deals with the NHL, granting them greater visibility. There are also endorsement deals for high-profile players. Connor McDavid is a brand ambassador for BetMGM.

There are concerns about the social costs of sports gambling in Canada.

There is a growing number of sports betting ads in Canada. Some people are concerned that the promotion could put some viewers at risk. Steve McAllister is the editor-in-chief of Gaming News Canada, a twice-weekly newsletter covering the industry. CBC News asked the NHL about feedback from fans on the changes in hockey broadcasts. The league did not respond. It is not clear if the league has any plans to change the broadcast.  It's a puzzle broadcasters are working to solve. They need to present content around sports gambling without offending sports fans.

Sports betting is a huge industry with a global profile. The United Kingdom has had legalized sports betting for decades. Some of the marquee companies are entering the Canadian market. About half of teams in the English Premier League have a betting sponsor as their primary jersey sponsor.