How sportsbook parlays affects the social vibes in Canada

Society and betting: How sportsbook parlays transform Canadian social vibes

SPORTS BETTING HAS had a significant effect on Canadian society since the legalization of single-market betting in 2021 and subsequent provincial market launches. It has increased interest in events and allows fans to connect over their bets and parlays. However, it’s also led to rampant advertising and can harm mental health. Check out this article to learn more about sports betting in Canada and how it affects society. 

History of Sports Betting in Canada

Canada has a deep history of sports betting, with early settlers placing bets on ice hockey and horse racing. While gambling was banned for some time after the introduction of the Criminal Code of Canada in 1892, it would be amended in 1969 to allow lotteries. 

For a long time, parlay-style sports betting was the main legal sports betting option available to Canadians, and a 1985 amendment to the Criminal Code of Canada allowed provinces to offer sports lottery products based on multi-leg wagers. Here are a few other important dates in Canada’s gambling history: 

• 1892 – Criminal Code of Canada established, banning all forms of gambling

• 1969 – The Code is amended, allowing people to bet on lotteries

• 2004 – Provincial operators establish online gambling sites

• February 17^th, 2021 – The Safe and Regulated Sports Betting Act is passed

• August 27^th, 2021 – Ontario launches PROLINE+ digital sportsbook

• February 11^th, 2022 – Nova Scotia begins offering single-event sports betting

Sports betting has also helped generate interest in various events, with proceeds from lotteries used to fund the 1976 Olympic Games in Montreal. These days, players can bet on various events and use different bet types at the best sportsbooks, although parlays remain popular. Meanwhile, the legalization of online betting puts these Canadian sportsbooks head-to-head as they improve their sites. 

Betting with Friends

One positive aspect of parlay betting’s popularity is that it drives fan engagement. Sports fans can interact with each other, compare strategies, talk about their latest bets, or even just get together to watch a match. That’s why many Canadian sportsbooks add various social elements to help players connect, such as: 

• Leaderboards

• Chat rooms

• Expert insights

Players will also often go on social media platforms to talk about achievements or share the latest news about a sport. Fans also pay closer attention to various sport events, and certain betting options require players to have a deeper understanding of the rules, such as the offside rules. 

Increasing Interest

Sports betting in Canada and parlays have also significantly increased people’s interest in sports. Players are more likely to sit through a whole game, even if it seems their team is losing, because a last-minute turnabout is possible. Players also become more interested in other sports, with some of the most popular ones being: 

• Hockey, where in February 2025, the US and Canada 4 Nations Face-Off final broke the previous single-day betting record

• Football, where the Super Bowl LIX weekend led to a 14% year-over-year increase in active accounts at Ontario sportsbooks

• Soccer, where Canada’s presence in the 2022 World Cup increased interest in the sport.

People who previously only watched hockey are now interested in niche sports like martial arts and lacrosse, which is helping to diversify Canada’s sports betting landscape. The increased interest can also help teams receive more funding, while the best sportsbooks offer livestreams, so players can keep track of events. 

Rampant Advertising

The rise of sports betting in Canada has also had some negative consequences, such as the increase in gambling advertisements. Both the audience and athletes believe they can sometimes be excessive, taking up valuable airtime or detracting from the overall experience.  

CBC’s “Marketplace” and British researchers at the University of Bristol conducted a study in 2024 that revealed that 21% of the games’ broadcasts included gambling references or a gambling logo. The study was conducted by observing five NHL and two NBA games between the 25th and 29th of October 2023, as well as ten gambling operators’ social media posts. Some other observations from the study include: 

• 3,537 gambling brand logos and references were observed during the games

• Only 2.8% of the logos and references during the live coverage had age restriction messages

• 48% of social media adverts weren’t clearly identifiable as advertising and were thus breaching the Canadian Code of Advertising Standards

It also found that 93.9% of logos or references were on advertising hoardings or the playing field itself. That is especially dangerous for young people, as they may be tempted to gamble irresponsibly and place large parlays. 

Responsible Gambling

The prominence of gambling has also led to many people being concerned about addiction. Many young people gamble to make money or to socialize, which can increase the risk of harmful behavior if they don’t know how to use the proper safeguards. Fortunately, the best sportsbooks will have ways to prevent that through tools like: 

• Self-Exclusion

• Deposit Limits

• Loss Limits

• Reality Check

Players can also contact organizations such as ConnexOntario or the Responsible Gambling Council for professional help. Despite this, many people are concerned about the normalization of gambling and how it can influence young people. It can also have a negative effect on sports, as athletes are harassed for not performing well. 

Future of Sports Betting

Modern technology has made sports betting more accessible, and that also affects its social perception. While it can be a good way for young people to socialize, it can also lead them to place large parlays to impress their friends. That’s why the Canadian Gaming Association has introduced a new Responsible Advertising Code for the Gaming Industry with provisions like: 

• Advertisers must use age-targeting tools to ensure social media adverts can only be seen by people at or above the province’s legal gambling age

• Include statements that encourage responsible gambling

• Advertisements must portray gaming in a responsible manner, and it can’t be shown as taking priority over someone’s job or loved ones.

Ontario has also banned gambling advertisements involving athletes since 2024. In the future, regulators will have to carefully balance player protection with providing a good experience for those interested in Canadian sportsbooks.