Seeking ‘Authentically Canadian’ Partners, PointsBet Canada Inks Trailer Park Boys Deal

Written By Robyn McNeil on January 14, 2022 - Last Updated on March 9, 2022
TPB's Jean Paul Tremblay, Mike Smith, and Rob Wells: PointsBet Canada and Trailer Park Boys announce exclusive, multi-year partnership

PointsBet Canada is going where no other online sportsbook has gone before: Sunnyvale Trailer Park.

The Trailer Park Boys and PointsBet Canada announced the deal Friday morning via press release. Along with the announcement, PBC released a teaser of the Boys’ first promo ad ahead of the sportsbook’s official Canadian brand launch on Monday.

“Our mission from day one has been to build a sportsbook as authentically Canadian as poutine,” said Nic Sulsky, PointsBet’s chief commercial officer. “And nothing says Canadiana more than the Trailer Park Boys. We are thrilled to have Bubbles, Ricky, and Julian join Canada’s sportsbook to bring fans a new, innovative experience.”

According to the release, the multi-year deal will include content collaborations on the TPB and PBC-owned channels. Sunnyvale’s best will also appear in PointsBet’s ad campaigns, activations, and special VIP-style events.

Totally legal: Ricky, Julian and Bubbles go legit

“I’m very excited to be teaming up with PointsBet Canada,” said Bubbles via the release. “I get to meet all kinds of cool Canadian athletes, AND everything will be totally legal, which is a new thing for Ricky and Julian. I think it’s fantastic!”

For anyone unaware, Trailer Park Boys is a Canadian-made mockumentary television series that follows the hijinks of the residents of the fictional Sunnyvale Trailer Park. The show’s main protagonists Ricky, Julian and Bubbles are best known for their wild capers, brushes with the law and colourful profanity.

Founded in Australia, PointsBet is one of the fastest-growing online gaming operators in the United States. And with the federal government’s recent sanctioning of single-game wagering, PBC now has its sights set on Canada. Of particular interest is Ontario’s still-to-launch competitive online betting market. The sportsbook operator says its product will offer Canadians unmatched speed and ease and a deep slate of pre and in-game betting options.

“As a proudest Canadian, I think it’s a real flattering being asked to be part of this,” Ricky said. “This celebrates Canadian sports, and I can’t wait to meet a bunch of our bestest in the world athletes.”

When asked about his take on the deal with PointsBet Canada, Julian added, “It’s great to finally have a legit job with such a cool company. I’m proud of myself.”

Aggressively Canadian and proud of it

“Whether it is Curling Canada, the NHLAA, or the Trailer Park Boys, we are committed to building a brand and identity that acknowledges the little intricacies that make us all proud to be Canadian,” said David Rivers, PBC’s vice-president of marketing.

During a chat with Steve McAllister during The Parleh’s weekly Twitter Spaces discussion yesterday, Sulsky talked about PBC’s coming launch. However, when it came to the TPB deal, he left the cat-in-the-bag.

“Our brand campaign is actually going to launch on Monday,” Sulsky said. “It’s actually really exciting. You know, we’re pretty pumped about it.”

With today’s TPB announcement, it’s easy to see why.

PointsBet hopes to ‘outthink versus outspend’

The focus in Canada, said Sulsky, will be PBC’s brand. PointsBet, despite its strides in Australia and the US, is still relatively unknown to Canadian sports fans. And with less money to throw around than some of their competition, PBC needs to “outthink versus outspend.”

“We want to try and be as genuine as possible,” Sulsky said. “And hopefully Canadians will respond to our brand marketing, or respond to some of our partnerships and, candidly, will be comfortable and trusting enough to give us their email addresses so we can inform them the moment the market is going to go live.”

According to Sulsky, PBC is prepared to be aggressive to carve out its market share. The company plans to partner with associations, brands and personalities that complement their “authentically Canadian mantra.” The Trailer Park Boys deal is the second such partnership announced this week after PBC revealed another with the NHL Alumni Association on Wednesday.

“This is going to be a battle that’s going to last for years,” said Sulsky. “And, you know, we’re happy to be kind of aggressive in the beginning.”

Photo by Shutterstock/Stacey Newman
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Robyn McNeil

Robyn McNeil is a Nova Scotia-based writer and editor. She lives in Halifax in an empty nest with a mischievous cat and a penchant for good stories, strong tea, cheeseburgers, yoga, graveyards, hammocks, gardening, games, herb, and hoppy beer.

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