Metrolinx looked into a naming deal with Jackpot City for a GO station, but the proposal was ultimately rejected, sources say.
The transit agency has been looking for ways to boost revenue through naming rights. They’ve already rebranded two stations in the Greater Toronto Area.
However, the proposal for the casino brand was stopped at the ministerial level last year. Metrolinx didn’t deny this when asked for comments.
They mentioned that they always conduct a thorough review before any partnership. They want to ensure it aligns with their policies.
A spokesperson for the Ontario Transportation Minister echoed this, saying every naming opportunity is evaluated carefully. But they didn’t explain why this particular deal was halted.
Jackpot City is one of many online gambling operators in Ontario. The market is huge, and companies are competing fiercely for customers.
In less than three years, Ontarians are betting billions every quarter.
Liberal MPP John Fraser welcomed the news that the naming deal didn’t happen. He’s been critical of the growing promotion of gambling in Ontario.
Fraser pointed out that naming rights deals usually last a long time. You wouldn’t want to change a station’s name every few years.
Ontario’s online gambling market launched in April 2022, leading to a surge in advertising. The government is also looking into allowing local gamblers to play with people outside Canada.
Jackpot City has used traditional ads and partnered with sports teams to promote itself. But some experts think they haven’t invested enough in big promotional campaigns.
The Exhibition station is close to major sports venues, making it a prime spot for advertising.
With all this in mind, it raises questions about how much Metrolinx values naming rights for the station.
Ontario Senator Marty Deacon, who is working on a bill for sports betting advertising, sees why gambling brands want to target this station.
She noted that advertising a casino brand there could expose vulnerable individuals to gambling.
