Leveraging Grants

This study is a collaboration between 8 experts in the field of gambling, sports marketing, and epidemiology from Canada, United States, and United Kingdom and leverages our CIHR grant examining impacts of advertisement on gambling behaviours. We have completed data collection for the study. At baseline, we recruited 1292 Ontarians and 518 Albertans who had bet on sports in the past 3-months, for a total of 1810 participants. All participants who completed the baseline survey were invited to participate in the follow-up surveys, and the number of participants who completed follow-up surveys is as follows: 3-months (N = 396; Ontario n = 290, Alberta n = 106), 6-months (N = 347; Ontario n = 251, Alberta n = 96), 12-months (N = 270; Ontario n = 204, Alberta n = 66). 

The baseline data has been used to craft a manuscript to be submitted for publication in August 2026 (also presented at the Alberta Gambling Research Institute (AGRI) 25th Annual Conference in May 2026). These preliminary analyses found an association between exposure to sports betting advertisements and sports betting frequency which was stronger for younger individuals, women, and those with higher levels of problematic gambling and alcohol use. Further preliminary analyses presented at the AGRI 25th Annual Conference have made progress on our research objectives (i.e., examining differences between Albertan and Ontarian who bet on sports), with one poster finding that Albertans and Ontarians were exposed to sports betting advertisements at a similar rate (97.5% and 98%, respectively).  

We anticipate that this project will have several important impacts, including informing the creation of a national advertising standard for sports betting advertisements. In fact, Bill S-211 has passed its third reading and we have informed stakeholders (e.g., Greo, iGaming Ontario, CBC) about the results of our study, which could inform Bill S-211. Further, following data collection for this study, Alberta has announced the expansion of its gambling market, allowing residents to bet on private gambling operators. Our data provides an important snapshot of sports betting in Alberta before these legislative changes, which will be important for future research to examine the impact of these legislative changes in Alberta. We anticipate a minimum of 2 peer-reviewed publications. Data from the baseline survey was presented by student researchers in three posters at the Alberta Gambling Research Institute 25th Annual Conference in May 2026, and we anticipate that findings from the longitudinal data will be presented at conferences in 2027.

“Who is Most Vulnerable to Sports Betting Advertisements? Results of a Large-Scale Canadian Cross-Sectional Study” to be submitted for publication in August 2026. 

Seher, O., Thulin, M. C., Vieira, J. L., McGrath, D. S., Keough, M. T., Young, M., Krutz, J., Naraine, M. L., Newall, P., Volberg, R., & Kim, H. S. (2026, April 30 – May 2). Who is most vulnerable to sports betting advertisements? Alberta Gambling Research Institute 25th Annual Conference, Banff, AB.

Vieira, J. L., Thulin, M. C., McGrath, D. S., Keough, M. T., Young, M., Krutz, J., Naraine, M. L., Newall, P., Volberg, R., & Kim, H. S. (2026, April 30 – May 2). Not just a man’s game: How do women’s professional sports bettors differ from those who bet only on men’s professional sports? Alberta Gambling Research Institute 25th Annual Conference, Banff, AB.

Thulin, M. C., Vieira, J. L. McGrath, D. S., Keough, M. T., Young, M., Krutz, J., Naraine, M. L., Newall, P., Volberg, R., & Kim, H. S. (2026, April 30 – May 2). Exposure to sports betting advertisements in Ontario and Alberta: Are there provincial differences? Alberta Gambling Research Institute 25th Annual Conference, Banff, AB.