How Big is the NFL Betting for the Marketing Team at FanDuel Canada?

Posted on: February 7, 2025, 09:36h. 

Last updated on: February 7, 2025, 10:03h.

Mark Keast Read More

Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.

NFL betting lords over all other pro sports when talking betting numbers in Ontario, depending on the operator you speak with. That’s no pearl of wisdom, saying that.

A new study recently released by the Toronto-based Responsible Gambling Council (RGC) showed that most Ontarians plan to watch Super Bowl LIX between the Kansas City Chiefs and the Philadelphia Eagles (63%), and 48% of those people will place a wager on the game.

H2 Gambling Capital expects a record number of wagers on the game this year, with their projections for handle hitting $1.6 billion in the US through onshore licensed sportsbooks (up from $1.36 billion in 2024).

Manning Brothers Kick of Destiny

It’s no surprise when talking to FanDuel Canada’s new Vice President of Marketing Tom Burdakin that marketing plans are already underway for next year’s game, two days before Sunday’s game is even played.

“The Super Bowl is one of our biggest moments of the year,” he said. “Football is one of the top best [betting] sports on FanDuel. I can’t speak too specifically, but it’s very close across the board. There’s not one sport that is far and away bigger.

We learn from each campaign and we innovate what we’re doing to ensure our customers are given safe and responsible ways for them to enjoy the game and their favorite fan moments,” Burdakin said. “We are currently offering markets on Super Bowl 2026 winner, and so far, the Chiefs, the Ravens and the Eagles are, unsurprisingly, the front runners, leading the pack. So yeah, we look forward very quickly after the event itself.”

In the US, FanDuel has ramped up its Kick of Destiny marketing campaign — this time featuring a battle between the Manning brothers, Eli and Peyton — with $10 million in bonus bets on the line for users who bet before the big game.

$1 Million in Bonus Bets

As the VP of marketing, Burdakin leads a team of over 25 at FanDuel Canada’s marketing department. According to the company, Burdakin is responsible for customer acquisition, user retention, partnerships, brand and media in the Canadian market.

Burdakin talked to Casino.org about continued plans to add some Canadian flavour to NFL Super Bowl marketing. The Kick of Destiny marketing campaign was Canadianized this year with the Town of Destiny TV spot, featuring the town’s unofficial mayor Norma.

Ontario Advertising Restrictions

It’s the first-ever Ontario-based Kick of Destiny commercial to be filmed by FanDuel Canada, and took less than a month to produce. Ontario regulations now restrict the use of celebrities to promote betting, so the Manning brothers aren’t allowed to appear in the Canadian campaign. Hence an opportunity to do something different.

We wanted to stand out from what others in the industry were doing with the Super Bowl,” Burdakin said. “Users who choose the winner will get an equal share of $1 million dollars in bonus bets. We wanted to ensure that our marketing materials not only adhere to Ontario’s unique regulatory standards, but also focus on the fun of the event itself.”

Through a partnership with TSN, Burdakin said FanDuel Canada is “aiming to enrich the narratives and elevate fans’ viewing experiences.”

“We are unique to some of our competitors because we have such a strong presence in Canada, and the company is committed to really making sure that we’re not just marketing to Canadians the same way that they’re marketed to in the US,” Burdakin said.  “So much of what we do is focused on reaching that unique Ontario consumer. But hopefully one day more provinces open up and we’ll be able to focus on the uniqueness of all the provinces up here. It’s very important to us that we think about the Canadian customer in a unique way.”

How Do Canadian Bettors Differ from Americans?

Canadians don’t bet on sports, especially the NFL, like Americans. There are differences, Burdakin says, so FanDuel is adjusting its marketing efforts to respond to that. Burdakin also worked for FanDuel in the US as senior director of customer marketing and, before that, was the company’s commercial sportsbook director.

I’ve noticed a few things,” he said. “I think the biggest difference lies in what options Canadian users have to engage with the Super Bowl. In Ontario we’re able to offer novelty markets, which are unique offering that merges the worlds of pop culture, entertainment, social media, trends, sports, politics and more. So, while traditional sports betting can attract a diverse group of people, of adult individuals who are passionate about sport, novelty welcomes fans with broader interests.

FanDuel Canada dominates in this area by offering bets like “Will Travis Kelce propose to Taylor Swift on the field post game?”

“There’s a lot of activity going on with these types of bets that’s happening outside of regulated sportsbooks in the US,” Burdakin said.

To promote responsible gambling, FanDuel Canada implemented low maximum bets for the novelty markets.