Maple Leafs' Auston Matthews Reportedly Signs 3-Year Partnership with Bet99

Details are beginning to surface about Auston Matthews’ endorsement deal with Bet99.net. 

The Toronto Maple Leafs star announced his partnership with Bet99 on his personal Twitter account Friday, Feb. 18.

https://twitter.com/AM34/status/1494770538891206657

Elliotte Friedman of Sportsnet noted the three-year deal was estimated to be “seven figures.” 

Considering Matthews can currently only promote Bet99’s free-to-play contests, it’s a huge investment. Especially with Bet99 yet to be licensed for legal sports betting in Ontario. 

The province is preparing to allow private sportsbooks to take wagers from users beginning April 4. 

Gaming operators have to register with the Alcohol and Gaming Commission of Ontario and have executed an operating agreement with iGaming Ontario. It’s unknown if Bet99 has even started the process of either requirement.

Bet99’s pay-to-play site is licensed by the Kahnawake Gaming Commission, a tribal regulating authority based out of Quebec, which also has gaming authorities in Malta and the Netherlands. In Canada, tribal rights sit above the criminal code, and the tribe operates on the basis of having an inherent right to run gambling operations in the country.

SEE ALSO: NHL Picks and Predictions

Matthews is the first NHL player to announce an agreement with a sports gaming operator, and Bet99 is betting big on the young superstar. 

Not only is Matthews one of the most recognizable players in the NHL, he also plays his home games in one of its biggest markets. Additionally, the 24-year-old star was the face and focal point of ESPN’s 2021-22 NHL season cover story, “All eyes on Auston Matthews.”

Still, the huge investment in Matthews isn’t as surprising as the fact that Bet99 might not even be ready to take legal bets in Ontario on April 4. After all, Matthews is arguably the biggest sports star in Ontario’s biggest city.

Regardless of what is next in line for Bet99.net, Matthews projects to have a lead role in it.

h/t: Sportshandle.com

Make sure to keep an eye on our Live Odds page throughout the week to get the best lines possible and connect with others in the SBR community on our popular sports betting forum.