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Sports Betting at The Beer Stores? Ontario Government Hasn't Said No

Rob Paul

Last Updated: June 14, 2024 3:33 PM EDT • 1 min 31 sec read.

Doug Ford, premier of Ontario, talks to a media member during the Detroit auto show in Detroit as we look at the possibility of people being able to place wagers at beer stores in Ontario.
Doug Ford, premier of Ontario, talks to a media member during the Detroit auto show in Detroit.

As Ontario allows more retailers the right to sell alcohol, could it do the same with Ontario sports betting?

Would the best sports betting sites then have competition from The Beer Store?

The Ontario government is set to continue making changes to the province's retail booze market after announcing last month that it would expand sales of beer, cider, seltzers, wine, and ready-to-drink alcoholic beverages to corner and “big-box” stores.

This comes after the provincial government first began allowing the sale of beer and wine in grocery stores in Ontario in 2015. The most recent change, set to go into effect on Aug. 1, will allow supermarkets to sell coolers and ready-to-drink beverages as well as 30-packs of beer.

"Over time, this new, more open marketplace will introduce up to 8,500 new stores where consumers can purchase these products, the largest expansion of consumer choice and convenience since the end of prohibition almost 100 years ago," according to the Government of Ontario. 

But these changes will come with tradeoffs for The Beer Store and the Liquor Control Board of Ontario (LCBO), Ontario’s traditional retailers of alcoholic beverages.

The tradeoff 

Due to the expansion of retail alcohol sales, the provincial government will be providing The Beer Store up to $225 million to help with the changes. The Beer Store's new deal with Ontario states the government will not stop the retailer from selling other products, allowing The Beer Store to more easily compete with grocery stores and gas stations.

One of those other products permitted to be sold is lottery tickets. 

The only three things The Beer Store won't be permitted to sell are cannabis, cigarettes, and liquor. Does that mean best sportsbooks like PROLINE could be available in The Beer Store and theoretically allow sports bettors to place wagers while picking up their beverage of choice?

The government hasn't said no, nor has it confirmed. It will all depend on whether PROLINE - which is available at convenience stores and other authorized retail locations across Ontario - falls under the lottery tickets and other products umbrella.

If it does, The Beer Store could then act almost like a physical in-person sportsbook for those who want to grab a cold one and place a bet on the big game in the process.

Unlike The Beer Store, LCBO is owned by the government and there are no plans to sell lottery tickets at those locations.

Written By:
Rob Paul
Rob is a Publishing Editor at Sportsbook Review. He’s been with the team since early 2024, with this being his first full-time role in the sports betting industry. Before joining SportsbookReview.com, he contributed to various sports outlets, including FanSided and Pro Football Network. During that period, he spent five years working full-time as a local community journalist, after attending Durham College for journalism and Wilfrid Laurier University for history. He previously hosted an NFL draft and college football-focused podcast where he had the opportunity to interact with future NFL players such as Maxx Crosby and Quinn Meinerz. Rob has spent multiple years working as a freelance podcast producer for numerous sports-related podcasts while making guest appearances on several college football shows. He’s also made guest appearances on SportsTalk Mississippi on several occasions to talk all things NFL draft. Rob values the way sports betting acts as a catalyst for telling stories and growing interest in certain sports, particularly FCS football, WNBA, and mid-major college basketball. He’s always been drawn to the more obscure teams and conferences in major college sports, but most of all, Rob loves using stats to find the best player props to back.