WWE has no problem making money through sponsorship deals, and gambling companies have been part of that business for years. But things get a little more complicated when Canadian fans get involved. Ontario has some pretty specific rules about online gambling, and those restrictions mean WWE-related promotions that work in the United States aren’t necessarily available to fans across the border.
WWE got into the gaming business with DraftKings back in March 2021, announcing a partnership that brought free-to-play prediction contests to major events like WrestleMania 37. The deal also gave DraftKings branding opportunities during WWE premium live events. Fans could make predictions about what might happen during the shows without putting actual money on the outcomes. It was a way for WWE to get involved with a gambling company without opening the door to traditional betting on scripted matches.
There’s just one catch. DraftKings says its free-to-play pools aren’t available in Ontario, even though they’re offered in other parts of Canada. So a WWE fan watching in Toronto could find themselves unable to participate in something that a fan in another Canadian province can access. And that’s only part of the issue.
Ontario Has Some Strict Rules About Gambling Ads
Ontario opened its regulated online gambling market in April 2022, allowing private companies to offer sports betting and online casino games as long as they meet provincial requirements. The market operates under the oversight of the Alcohol and Gaming Commission of Ontario, with iGaming Ontario working directly with approved operators.
Things got even tighter in February 2024 when Ontario introduced new restrictions on gambling advertisements. The province banned the use of active and retired athletes in online gambling marketing, except when they’re promoting responsible gambling. It also cracked down on the use of celebrities, entertainers, and social media personalities who are likely to appeal to minors.
That’s where WWE becomes an interesting part of the conversation. Its biggest stars aren’t just wrestlers anymore. They’re television personalities, movie stars, influencers, and recognizable faces with millions of followers. John Cena and The Rock are two obvious examples of WWE names who built careers far beyond wrestling.
That doesn’t mean every WWE Superstar is automatically banned from appearing in a gambling advertisement in Ontario. The rules depend on the individual circumstances, including how the person is being used and whether they’re considered appealing to minors. But it does mean gambling companies have more to think about before putting a famous wrestler in one of their campaigns.
And with WWE regularly looking for new sponsorship opportunities, those restrictions could become a factor whenever a company wants to advertise to Canadian wrestling fans.
WWE and AEW Have Plenty of Reasons to Care About Ontario
Toronto isn’t some random stop on the wrestling calendar. WWE has been running major events there for decades, including WrestleMania VI in 1990, WrestleMania X8 in 2002, and SummerSlam in 2019. AEW got in on the action too, bringing Forbidden Door to Scotiabank Arena in 2023.
Both companies know there’s money to be made in the Canadian market, and sponsors know it as well. But gambling companies can’t necessarily run the same advertising campaigns everywhere WWE or AEW has an audience.
A sportsbook advertisement that works in the United States might need changes before it can be used in Ontario. The same goes for celebrity endorsements, promotional offers, and certain gaming products. That’s not because wrestling itself is being singled out. It’s because Ontario has its own rules, and gambling companies doing business there have to follow them.
The restrictions also affect which websites Canadian fans can legally use. Just because a gambling company operates in another province doesn’t mean it’s authorized to serve customers in Ontario.
For fans trying to sort through the available options, some Canadian gambling comparison websites track operators serving the province, including the Ontario shortlist they maintain. Anyone looking for the official rules can also check the iGaming Ontario site, which provides information about the regulated market and the operators authorized to participate.
And here’s another wrinkle. DraftKings has sportsbook and casino offerings in Ontario’s regulated market, but that doesn’t mean every DraftKings product is available there. Its free-to-play prediction pools are a separate offering, and Ontario remains excluded from those contests. So even when a gambling company is authorized to operate in the province, fans can’t assume everything it promotes elsewhere will be available to them.
Betting on WWE Matches Is Another Story
There’s also the obvious problem with gambling on professional wrestling. The matches are predetermined, and the winners are decided before anyone steps through the curtain. That’s a pretty big difference from betting on an NFL game or a UFC fight.
DraftKings has stated that it doesn’t offer traditional sports betting markets for WWE or AEW matches. Its WWE partnership instead focused on free-to-play prediction contests, allowing fans to guess what might happen during a show without placing actual wagers on the results.
It was a business arrangement that made sense for both sides. WWE received another major corporate partner, while DraftKings gained access to wrestling fans through one of the biggest entertainment brands in the world.
But there’s a difference between sponsoring WWE and being allowed to advertise every gambling product in every market. Ontario’s regulations make that clear, especially when recognizable athletes and entertainers are involved.
None of this means WWE has done anything wrong or that its gambling partnerships are in trouble. There’s no indication that the company has violated Ontario’s advertising restrictions. The issue is simply that gambling companies face different requirements depending on where they’re doing business, and WWE’s international audience makes those differences worth paying attention to.
WWE has never been shy about finding new ways to bring in sponsorship money, and there’s no reason to think gambling companies will suddenly lose interest in wrestling fans. But as the company continues expanding its business around the world, deals that look simple in the United States can come with a few extra headaches in places like Ontario.
For Canadian fans, the difference might come down to something as simple as seeing a promotion during a WWE show and finding out they can’t actually participate. The wrestling might be the same on both sides of the border, but the gambling rules certainly aren’t.
Do you think WWE should continue working with gambling companies, or would you rather see those sponsorships kept away from wrestling altogether? Let us know what you think in the comments below.
