Betway has swung for the fences with its newest athlete partnership in Canada, signing up Vladimir Guerrero Jr.
The Super Group-owned sportsbook announced last week that Toronto Blue Jays favourite Vladdy has joined Betway as its global baseball ambassador. Guerrero Jr. joins other superstar athletes as Betway representatives, including retired French soccer icon Thierry Henry.
Vladdy will be RG-only in Ontario…
In Ontario, where Betway is one of several Super Group brands licensed to offer iGaming, the five-time MLB All-Star will be used to highlight Betway’s responsible gambling tools.
“We’re thrilled to team up with Vladimir Guerrero Jr. to promote responsible gambling,” said Super Group CEO Neal Menashe. “His influence, integrity, and connection with fans make him an ideal figure to help amplify the importance of safe and responsible play. This collaboration supports our global commitment to ensuring that customer protection is embedded in everything we do.”
Guerrero Jr. added in a statement that he’s proud to be a part of a partnership that he and the operator say is aimed at helping people understand how to enjoy betting safely.
…because those are the rules
The focus on responsible gambling messaging is in line with the Alcohol and Gaming Commission of Ontario’s regulations, which were changed in 2024 to stipulate that active or retired athletes can only be used to directly promote RG tools, rather than any products or offers or the operator at large.
Other licensed operators in Ontario have utilized high-profile local and Canadian athletes for this purpose, with some of the notable partnerships including:
- BetMGM and Edmonton Oilers captain Connor McDavid
- BetVictor and former Toronto Raptor Tracy McGrady
- Bet99 and UFC Hall of Famer Georges St-Pierre
Vladimir Guerrero Jr. is listed as a “global baseball ambassador” for Betway. In some jurisdictions, where the RG stipulation is not part of the rules, he could feasibly be used much more broadly to promote Betway.
More Canadianism is part of Betway’s Alberta prep
Speaking of other jurisdictions, Super Group sites, also including Jackpot City and Spin, are operational around Canada, where iGaming is not regulated outside of Ontario.
However, once Alberta opens its own commercial regulated iGaming market on July 13, Betway and other Super Group brands will transition from their long-held status as grey-market platforms to licensed sites in the province.
While Ontario only implemented its athlete advertising change in March 2024, almost two years after its regulated market launched, Alberta will have that rule in place from the start.
Alberta Gaming, Liquor and Cannabis’ government-run platform Play Alberta recently signed two NHL players as responsible gambling and social responsibility ambassadors: McDavid’s Oilers teammate Leon Draisaitl and Calgary Flames goaltender Dustin Wolf.
Once Alberta’s market opens, the likes of Betway and BetMGM will likely lean heavily on their sports stars to promote their brands via responsible gambling messaging.
