PowerPlay Sportsbook & Casino has signed a multi-year sponsorship agreement with the Ottawa Black Bears, a Canadian professional box lacrosse team, that competes in the National Lacrosse League (NLL). Under the agreement, PowerPlay becomes the team’s exclusive sportsbook and online casino partner.
As Black Bears’ partner, PowerPlay’s logo will appear on the club’s home and away jerseys. The company will also have branding elements inside the goal crease, behind the bench, on the dasherboards for the team’s home games at the Canadian Tire Centre.
Thomas Vermeulen, marketing director for PowerPlay, tells MiCĀ that the Ottawa-Gatineau region presents a good opportunity to expand PowerPlay’s presence and connect with sports fans. Lacrosse is also gaining popularity in the country, with the Ottawa Black Bears kicking off its first season in November last year.
“While other sports were considered, lacrosse stood out as the ideal choice for PowerPlay,” Vermeulen says. “It’s not only one of the fastest-growing sports in Canada, but also deeply rooted in the nation’s heritage. Lacrosse emerged as the perfect combination of cultural significance, thrilling energy, and passionate fans…Lacrosse offers unique opportunities to connect with audiences who crave bold, fast-paced sports action. Its modern appeal, openness to innovation, and alignment with PowerPlay’s assertive and ambitious brand make it the ultimate partner for making a meaningful impact in the Canadian sports landscape.”
While the Black Bears are not Canada’s first lacrosse team, they are Ottawa’s first professional box lacrosse team since 2003. At its unveiling last year, the NLL said the team’s debut was an important step in the growth of lacrosse in the country, as Ottawa has an established fan base and a world-class stadium.
PowerPlay joins a roster of Black Bears partners that includes Canadians brands such as Bell Media, Brookstreet Hotel, Ross Video, Mattamy Homes, Gabriel Pizza, Entripy, Pattison Outdoor, and Phantom Productions. Global brands such as Coca-Cola and Molson Coors have also partnered with the team.
There have been several sponsorship deals signed in the sports arena recently. Last week, Sephora became a founding and beauty partner of Canada’s first Women’s National Basketball Association team, Toronto Tempo. The Northern Super League, Canada’s professional women’s soccer league, has also been inking sponsorship deals with brands such as Canadian Tire, DoorDash, CIBC, Air Canada, Bell Media, and CBC/Radio-Canada.