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Metrolinx explored naming deal for GO station with JackpotCity Casino

Last update
January 22nd, 2025
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Metrolinx explored a naming deal for GO station with an online gambling company JackpotCity. Exhibition station could have been changed to include the words Jackpot City in it.

Toronto’s provincial transit authority Metrolinx explored naming rights agreements with the online casino Jackpot City in 2024 for the Toronto Exhibition GO station. However, the Ontario government denied the proposal.

The agency has also attempted to profit from commercial naming rights, previously rebranding two stations in the Greater Toronto Area. In this case, the Jackpot City agreement was stalled at the ministerial level, two sources told CBC News.

Metrolinx and Government Avoid Direct Explanation

When questioned, Metrolinx declined to comment on the terms of the shattered contract. The agency said in a statement that it “performs careful reviews and assessments” before partnering and will continue to explore other partnerships.

The office of Ontario Transport Minister Prabmeet Sarkaria affirmed that all naming applications are reviewed to be sure they meet advertising standards. Metrolinx and the government did not say why the transaction was scrapped, and Jackpot City refused to comment.

Toronto GO train station almost got renamed after an online gambling site

Ontario’s Gambling Market and Naming Rights

Jackpot City is part of Ontario’s licensed online gambling market, launched in April 2022. The market has rapidly developed and with billions of bets placed every quarter, there is fierce competition between the operators. Jackpot City has had some sponsorships, like the Toronto Rock lacrosse team and charitable programs, but have stayed away from the prominent athlete endorsements that some players use.

The Exhibition GO station’s proximity to premier sports arenas such as BMO Field and Coca-Cola Coliseum must have tempted a gaming brand. These stadiums are home to the CFL’s Argonauts, MLB’s Toronto FC, and the soon-to-be-initialized WNBA Toronto Tempo, to name a few. BMO Field will also play host to FIFA 2026 events.

Reactions and Concerns

John Fraser, a veteran Liberal MPP, applauded the government for rejecting the plan on the grounds of gambling’s ubiquitous advertising. Naming rights deals typically last 10 years, he added, and are, therefore, substantial, long-term arrangements.

As an Ontario senator who has advocated for sports betting advertising to be banned, Marty Deacon has raised the dangers of gambling advertisements on public property putting vulnerable individuals at risk. Her bill does not mention such advertising, but she recognised that an important transit location such as Exhibition station could help gambling brands reach a wider audience.

Future of Naming Rights for GO Stations

Metrolinx has already rebranded the Durham College Oshawa GO station and the Brampton Innovation District GO station with 10-year contracts. As online gambling gains ground, the agency’s possible collaborations will be increasingly scrutinised to strike a balance between commercial and public interests.

Online Casinos News Metrolinx explored naming deal for GO station with JackpotCity Casino

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