In Alberta, commercial sports betting is set to launch down the line. Last week, the province’s lottery product made a significant partnership. On Thursday, the Alberta Gaming, Liquor, and Cannabis announced that Play Alberta signed a multi-year partnership with the Calgary Stampede. They are one of the world’s largest annual rodeos. The Stampeded were quick to make a partnership happen with Alberta just weeks after they announced a competitive sports betting market similar to Ontario. AGLC CEO Kandice Machado had this to say.
“The partnership between PlayAlberta.ca and the Calgary Stampede will drive entertainment value up for legal-aged Albertans,” said Kandice Machado. “Play Alberta can now present new and exciting sports betting markets at the Calgary Stampede Rodeo, such as barrel racing, chuck wagons and bareback riding, while at the same time, present the Play Alberta brand throughout the Stampede – reminding players of the only safe-and-secure responsible gambling option currently available to them.”
New sports betting options offered in Alberta
Along with new partners at Calgary Stampede, Play Alberta will be the first online platform to offer odds on events like the rodeo and chuckwagon. The Calgary Stampede runs from July 5-14. Alberta has roughly 4.4 million residents and the Calgary Stampede attracted 1.4 million people to come see their show in 2023. That was just shy of their 2012 record. That’s a daily average of 125,000 people at each show. Play Alberta first became available to the public in 2021 and they’ve maintained a monopoly. They have over 313,000 registered users. In 2022-23, they generated $179 million in net sales.
In Alberta, they’ve passed a bill named the Red Tape Reduction Statuettes Act. This will now allow the provincial government to manage gaming activities separately from its regulatory body, the Alberta Gaming, Liquor, and Cannabis (AGLC). Now, Alberta is in a position to grow their gaming market and make it a competitive industry. The bill is part of Alberta’s ongoing review of the Gaming, Liquor, and Cannabis Act. Lawmakers want to ensure that this expansion is beneficial for all Albertans across the province.
