Matthew Young, the director of research and evidence services at Greo Evidence and Insights, an organization that researches problem gambling, said sports have long had an image of having a beneficial impact on society. 'The sell is hard, it's there all the time,' said Hodge. 'You can't get away from it.' Some of the people watching hockey at home fear the broadcast and media side of that industry promotion could put some viewers at risk. And they want way more done to limit advertising and to support treatment. But a recovering gambling addict and a gambling counsellor worry it’s easier than ever to get dangerously hooked. White Coat Black Art 26:30 Sports Betting Addiction Now that single-event sports betting is taking off in Canada, ads and incentives are encouraging people to make a wager.

WATCH | Promoting a new sports-betting market in Ontario: A double-digit list of companies are now legally taking online bets on sporting events from Ontarians. Ontario led the way, launching its regulated betting market in April. That allowed provinces to regulate betting within those regions. The sharp rise in betting-related content in hockey media follows the legalization of single-event sports betting in Canada last year. 'I think that's skewing the telecast,' said Hodge, who also believes it's potentially dangerous for the integrity of the sport. Veteran sports broadcaster Dave Hodge isn't a fan of the gaming push either - not only for what it means for the sport, but also what it means for those watching the on-air product. 'It turns me off,' said Robert Suggitt, a 61-year-old Edmontonian who's watched the game since he was a kid - and continues to, despite all the promotion.

More than ten companies are now legally taking online bets on sporting events from Ontarians. Billboards in downtown Toronto advertising online sports betting brands are pictured on Friday.

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