Building Connections
Play Alberta has added two stars from the province’s top hockey teams as athlete ambassadors. The government-run gaming operator announced new partnerships with Edmonton Oilers power forward Leon Draisaitl and Calgary Flames goaltender Dustin Wolf.
Under the agreements, Draisaitl and Wolf will both work with Play Alberta, which is run by Alberta Gaming, Liquor and Cannabis (AGLC). Both players will appear in promotional materials related to social responsibility programs as well as fronting responsible gaming education campaigns. GameSense, a responsible gambling tool that partners with Play Alberta, will also feature the athletes in marketing.
Dan Keene, Vice President of Gaming at AGLC, said that the addition of Draisaitl and Wolf as athlete ambassadors would help connect Alberta sports fans with their home teams. His statement suggests that the move is an attempt to strengthen ties with local fans ahead of the 2025–26 NHL season.
He described both players as world-class professionals who give Play Alberta new opportunities to highlight responsible gambling features and major sporting events on the calendar. Play Alberta, the province’s only regulated online casino and sports wagering platform, also states that the collaboration is designed to achieve both objectives.
Throughout the current NHL season, which began on October 7, AGLC will offer bettors and fans the opportunity to meet the athletes. Play Alberta users will be able to participate in social media contests and promotions for a chance to win exclusive meet-and-greet experiences with Draisaitl and Wolf.
An Exciting Partnership
Leon Draisaitl expressed excitement at partnering with Play Alberta. He described the gambling platform as up-and-coming and energetic. He said that the partnership gives him a chance to connect more closely with Flames fans while simultaneously helping to promote Play Alberta’s social responsibility features.
Play Alberta currently holds more than 434,000 registered player accounts and reported around $275 million in net sales for the 2024–25 fiscal year. The figure is an increase of $35 million from the previous year.
Both Draisaitl and Wolf are entering the new NHL season following strong performances in the previous season. Draisaitl finished last season with 106 points, including 52 goals. This performance led to the Rocket Richard Trophy, which is awarded to the leading goal scorer in the NHL each year. Dustin Wolf is a former Calder Trophy finalist, an award given to top rookies. Last season, he recorded 1,549 saves.
The partnerships with Draisaitl and Wolf follow Play Alberta's recent expansion of its agreements with both of the players’ respective teams, the Edmonton Oilers and Calgary Flames. Last September, the platform extended its deal with the Oilers. The hockey team will include the Play Alberta logo on the team’s home jersey. In the same month, Play Alberta signed a new insignia agreement with the Flames. The platform became the exclusive iGaming and sports betting partner of the Calgary Flames.
