NorthStar Gaming on Tuesday said it has signed an exclusive partnership to use targeted video and social content to engage, attract and retain sports bettors and entertain sports fans.
In keeping with its made-in-Ontario strategy, NorthStar Gaming said it has partnered with Canada’s first sports betting content network, Parleh Media Group, to produce a range of dynamic sports betting-themed videos, podcasts, and social media content.
The two parties said NorthStar Gaming will syndicate the content across its own properties and with third-party platforms, including the digital and social platforms of Torstar Corporation.
According to NorthStar, it will be the exclusive and official sportsbook and casino affiliate partner for Parleh’s owned and operated digital channels in the Province of Ontario.
NorthStar Gaming added its in-house content team will collaborate with Parleh Media Group to launch original daily, weekly and monthly content formats and shows, including in-person live events.
“Video and other captivating multi-platform content will really differentiate NorthStar Gaming in the market as we maximize the consumer impact of our syndication agreement with media partners,” Michael Moskowitz, CEO and a founding partner of NorthStar Gaming, said in a statement. “In a short period of time, Parleh Media Group has established a brand and credibility unrivaled in the Canadian sports betting content landscape. We are thrilled to work with them to produce compelling content that will truly differentiate our product offerings and customer experience.”
Mark Silver, CEO and founder of Parleh Media Group, added: “It was clear from our earliest conversations with NorthStar’s leadership team that they understood how our videos will fill a sports-betting content void left by the major sports networks and the few US-focused sports betting broadcasters. We are delighted to have NorthStar as our first sportsbook partner and to work with the company to deliver a ubiquitous digital and social media experience.”
Born out of a Canadian-based media business and news organization for more than 128 years, NorthStar Gaming now says it will provide a gaming brand that creates new jobs, brings growth to the Canadian economy, and generates new tax revenue to help Canadian communities. NorthStar Gaming has partnered with reputable and established media players to leverage exciting sports content, strong brands, and deep local roots to give it a distinct position in the newly regulated industry. The company believes its Canadian-owned gaming business will operate at the highest level of responsible gaming standards and ensure more of Ontario players’ entertainment dollars stay in the province.
The Parleh Media Group is a digital media, video production and events company specializing in content for sports fans. Founded in 2021 by Canadian digital media innovators, the company owns sports and betting brands that engage fans across social platforms, websites and live events.
