The National Hockey League’s (NHL) Toronto Maple Leafs star Auston Matthews has been signed by Bet99 on an endorsement deal.
According to SportsHandle, the Canadian sportsbook has signed Matthews to a three-year deal which is believed to be worth seven figures.
The player took to his Twitter account to announce his new collaboration, commenting: “I’m proud to announce my partnership with Bet99 and am excited to explore and develop opportunities in this space alongside their team. Stay tuned for more!”
Matthews has been regarded as one of the NHL’s brightest stars and becomes one of the first active players to receive an endorsement deal. Last October, the NHL Players’ Association struck a deal with the league allowing players to agree on advertising deals with sportsbooks after a prior ban.
I’m proud to announce my partnership with https://t.co/Yxm2hzAd3b and am excited to explore and develop opportunities in this space alongside their team. Stay tuned for more! 👀 pic.twitter.com/IRQeWvx3GV— Auston Matthews (@AM34) February 18, 2022
Currently licensed and regulated by the tribal Kahnawake Gaming Commission, Bet99 is not licensed to operate in the Ontario igaming market which is set to open in April, and it is currently unknown if the sportsbook has applied for one.
From 4 April this year, private gaming operators that have registered with the Alcohol and Gaming Commission of Ontario (AGCO) and have executed an operating agreement with iGO, a subsidiary of the AGCO, can begin to offer its games to players within the region.
In April 2016, The Toronto Maple Leafs first signed forward Matthews in the first overall selection in the year’s NHL Draft, to a three-year entry-level contract. The team is currently third in the Atlantic division holding 50 points going into its match against Minnesota Wild on Friday.