The Responsible Gambling Council (RGC) has partnered with Toronto sports ownership conglomerate Maple Leaf Sports & Entertainment (MLSE) with the aim of increasing visibility and awareness of sports betting myths.

The campaign will see RGC responsible gambling messages delivered prominently at every home game of a Toronto sports team at Scotiabank Arena and BMO Field, as well as select away games. The campaign will extend throughout the season across all MLSE teams including the Toronto Maple Leafs, the Toronto Raptors, Toronto FC and the Toronto Argonauts.

The RGC noted in a release that “it is essential for fans to understand the associated risks and to engage in gambling with access to tools required to participate in informed play.”

“RGC’s partnership with MLSE is a significant step forward in our united goals of promoting responsible gambling,” said Elaine McDougall, VP of marketing and communications at the RGC. “By leveraging MLSE’s platforms and brand, we can engage a larger audience and reach those who may be affected by gambling harms or who may know someone who is.”

MLSE launched a full RGC campaign during the Leafs home opener, which the council said reached more than one million viewers. The campaign aims to debunk what it says is a myth that past sporting occurrences influence future outcomes.

“Through strategic and meaningful partnerships, MLSE continues to be committed to providing fans with safe and enjoyable sporting experiences,” added Jordan Vader, SVP of global partnerships. “Alongside RGC, we look to ensure as many sports fans as possible are educated on and have access to important gambling resources for informed and responsible play.”

RGC aims to drive change under new CEO

The RGC is preparing for a change of leadership, with former VP of Strategic Initiatives at the Rick Hansen Foundation, Sarah McCarthy, having been selected to succeed the retiring Shelley White as CEO.

The council described McCarthy as “a collaborative executive leader with 15 years of experience in leading teams to build and deliver social impact through the development of innovative solutions to complex challenges.”

She will be tasked with leading the organization forward after a year in which the RGC said its education, certification and other action continued to propagate responsible gambling in Ontario and beyond.