Toronto-based Aegis Brands Inc, owner and operator of the St. Louis Bar & Grill restaurant chain, announced a partnership with Canadian digital sportsbook Sports Interaction to offer a “Wings and Wagers” experience to sports fans and bettors at its Ontario locations. The partnership enables patrons to watch sporting events and place bets on the Sports Interaction app while dining at the restaurant, taking advantage of joint promotions of food, drinks, and special sportsbook bonuses.
President of St. Louis Bar & Grill Steven Pelton commented on the partnership, noting its potential to differentiate the restaurant from competitors and boost sales for its 20 franchises in Greater Toronto and Ontario.
“We believe this is a terrific way to drive excitement and differentiate ourselves from our competitors. Standing out as the best choice to watch a game when a wager is involved will further drive topline sales growth and profitability for our franchise network,” he said.
Sports Interaction, founded in 1997 by the Mohawk Tribe of Canada, offers wagers on over 30 sports nationwide thanks to its license from the Kahnawake Gaming Commission. The sportsbook has broken new ground, partnering with the restaurant chain that operates 70 locations across Canada and is known for its famous wings.
“Sports Interaction is redefining how Canadians engage with sports. We’re on the ground, have been around for 25 years, and understand the local markets unlike anyone else. We are thrilled to partner with St. Louis Bar & Grill to bring its guests sports, teams, and players that matter to them. We offer thousands of Canadian, U.S., and global leagues at all levels and types to make sure all fans are covered,” said Leon Thomas, Sports Interaction’s CEO.
A significant emphasis has been placed on responsible gambling. St. Louis Bar & Grill commits to adhere to the guidelines set by the Alcohol and Gaming Commission of Ontario and iGaming Ontario. To ensure responsible betting, St. Louis employees will undergo training.
This isn’t the first collaboration between the restaurant industry and sports betting. In the US, DraftKings launched its ‘Sports & Social’ facility in November 2022 in Troy, Michigan, combining the sports bar and sportsbook concepts by encouraging customers to bet using the DraftKings app. BetMGM also has a longstanding US partnership with Buffalo Wild Wings.
The success of this collaboration could influence similar future partnerships where restaurants and betting platforms come together for an integrated experience. This concept has the potential to be adapted in various regions across the country – St Louis Bar & Grill has 70 restaurants across Canada, including locations in Alberta, and it is now looking to expand westward to locations in British Columbia.