NorthStar Gaming’s World Cup ad wins advertising kudos

Commercial nabs CMA and Clio Sports honors

NorthStar Gaming received two awards for advertising campaigns it ran in 2022. The company received a Bronze Award for Innovative Media from the Canadian Marketing Association (CMA) and a Silver Award for Fan Engagement from Clio Sports.

Both awards were given for the NorthStar campaign, titled “90-Minute Stat Holiday.” This campaign, conducted primarily during the 2022 FIFA World Cup in Qatar, proposed a 90-minute statutory holiday for Canadians to support their men’s soccer team during the tournament.

Developed alongside Publicis Groupe partners Leo Burnett, Starcom, and North Strategic, the campaign involved collaboration with “Footy Prime” podcast hosts, including former Canadian men’s national soccer team members Craig Forrest and Jimmy Brennan.

The campaign led to a 50% surge in website page views and a notable 180% increase in soccer wagering. There was a 470% rise in new customers placing their first bets on soccer, and during Team Canada’s games, 14% of all sportsbook wagering was attributed to these matches. NorthStar has used the momentum from this campaign to continue growth in 2023, as shown by a 140% increase in total wagers and a 131% rise in revenue in Q3/23.

“It’s no secret that Ontario is home to a sizable and passionate soccer community; the 90-minute stat holiday engaged and united soccer fans as we all celebrated Canada’s historic return to the world stage,” said Dante Anderson, Vice President of Marketing, NorthStar Gaming.

“We are thrilled to be recognized for our innovative media approach and fan engagement strategies. At NorthStar Gaming, we believe in pushing the boundaries of creativity to deliver exceptional experiences to our audiences,” Anderson added.

The Canadian Marketing Association Awards recognizes excellence in Canadian marketing. The Clio Sports Awards celebrates global achievements in sports advertising and marketing.

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