Metrolinx last year pursued a potential commercial naming rights arrangement involving Jackpot City, an online casino brand, and Toronto's iconic GO station, but the proposal was later dropped, CBC News has learned.
The provincial transit agency has sought opportunities to bring in revenue through commercial naming rights in recent years, rebranding two Greater Toronto Area stations this way.
However, a proposal for a similar arrangement involving the casino brand and exhibition station was blocked at the ministerial level last year, two sources with knowledge of the file told CBC News.
Asked for comment on the unrealized deal, Metrolinx did not deny that there was a sequence of events.
“Before considering any partnership, Metrolinx conducts a thorough review and evaluation of the business. A careful due diligence process is always conducted before a partnership is agreed upon,” the transit agency said in an emailed statement.
“We regularly work with partners in all sectors, and we will continue to explore ways we can work with third parties to improve and expand our services.”
A spokesperson for Ontario Transportation Minister Prabmeet Sarkaria made similar comments, telling CBC News via email that “when an opportunity to rename a station is offered, the government and Metrolinx evaluate it to ensure it meets all government and agency advertising policies.”
He did not give any response as to why the proposal did not proceed. Jackpot City did not respond to questions sent by CBC News.
Jackpot City is one of dozens of licensed operators vying for business in Ontario's regulated market for online gambling. The largest in North AmericaSometimes using splashy advertising techniques to do so.
Less than three years after the market launched, Ontarians are in droves Putting billions of dollars in salaries each quarter.
Decision to pass 'encouraging': Liberal MPP
Veteran Liberal MPP John Fraser saw it as “good news” that the naming motion did not pass.
“It's encouraging to me that it didn't happen,” Fraser said The widespread promotion of gambling was criticized Which coincided with the emergence of more liberal gambling in Ontario.
Fraser speculated that the length of the contract for naming rights could influence whether to move forward.
“You don't change the name of a stop every five years,” he said.
That seems to be the case with two GO stations that have been rebranded in recent years: deals Durham College Oshawa GO station in 2022 and Brampton Innovation District GO station in 2023 every 10 years.
The push for market share
Ontario launched its regulated online gambling market in April 2022, prompting an explosion of advertising amid intense pressure by companies to gain market share.
Premier Doug Ford's government is seeking precedent for a court ruling on whether Ontario's regulated online gaming sites can legally allow the province's gamblers to play with people from outside Canada. Online gaming companies say the move will bring Ontario gamblers to provincially regulated gaming sites, rather than international ones, adding more revenue to the province. CBC's Mike Crawley has more.
Jackpot City has promoted its services with traditional advertising, but has signed partnerships with sporting franchises — including Toronto Rock – and it is Supported TD Salsa at the Toronto Festival.
Michael Narayan, an associate professor of sports management at Brock University in St. Catharines, Ont., assessed that Jackpot City's advertising does not appear to have invested in the high-wattage promotional campaigns that some of its competitors have so far — such as. As in paying athletes to promote their services, a strategy that has since been banned.
The brand may not have invested enough in the market to achieve the level it wants, he said.
It's no surprise to observers that a gambling brand would be interested in displaying its name at a major transit hub like the Exposition GO station.
Narayan said Exhibition Station is close to BMO Field and the Coca-Cola Coliseum, both of which are major sports properties in Toronto. Fans of the CFL's Argonauts, the PWHL's Sceptres, Major League Soccer's Toronto FC and soon, the WNBA's Toronto Tempo, all flock to these venues when games are on.
BMO Field will also be part of the Toronto-hosted events of FIFA 2026.
With all of this in mind, Narayan said it raises the question of what Metrolinx is “valuing that property” when it comes to naming rights for the exhibition station.
Ontario Senator Marty Deacon – the architect of a bill aimed at setting a framework for sports betting advertising in Canada – similarly wants gambling brands to “target” the exhibition station, as they fight for market share in the highly competitive space. .
His legislation, recently stalled with the adjournment of Parliament, does not specifically address the issue of advertisements appearing on public infrastructure.
“It's a little out of Bill's lane,” said Deacon, who noted that advertising the casino brand in this way provides exposure to anyone transiting through that station, and that includes those with problem gambling.
