As hockey season returns, Loto-Québec reminds fans that sports betting remains a game of chance

MONTRÉAL, Sept. 29, 2026 /CNW/ -- With hockey back and the fall sports season underway, fans across Québec have plenty to get excited about. Against this backdrop, Loto-Québec is launching What We Love About Sports, a new awareness campaign encouraging people--particularly young men--to reflect on the growing presence of sports betting in the sports they follow.

Watch the ad: https://www.youtube.com/watch?v=uEwLJ1mNrAg&feature=youtu.be

As a partner of several sports teams, Loto-Québec is working with them to bring the campaign's message directly to fans. The Corporation is pleased to have the Montréal Canadiens as a partner in this effort.

At its heart, What We Love About Sports celebrates everything that makes being a fan so rewarding: the excitement, traditions, animated discussions, and moments we share. With betting becoming an increasingly prominent part of the sports experience, the campaign encourages fans not to lose sight of what they love about sports in the first place. When betting starts to overshadow the sport itself, it may be time to step back.

Chance: Always part of the game

Knowing a sport inside and out can make some fans feel more confident about predicting what will happen. But no matter how much they know, they can never be certain how the game will play out. Chance will always be part of the equation.

With sports betting websites and apps heavily advertised elsewhere in Canada and the United States, betting can start to feel like a normal part of following sports. Loto-Québec reminds fans that as betting becomes more normalized, its risks can become easier to overlook--making responsible gambling all the more important. While the Corporation offers sports betting, it recognizes that betting is a game of chance that carries risks.

Loto-Québec regularly carries out sports betting awareness initiatives, particularly during major sporting events, and uses a variety of approaches to reach different audiences. This fall, for example, Loto-Québec collaborated on a training course for new QMJHL players that covered sport integrity, the tactics that illegal betting operators use to target athletes, the influence of social media content creators, and the effects of repeated exposure to sports betting.

A socially responsible mission

Loto-Québec's mission is rooted in balancing business objectives with social responsibilities--an approach that is central to the strength of its business model. Responsible commercialization is at the heart of everything the Corporation does. Loto-Québec also works closely with public health and addiction experts and organizations, and greatly values their contributions.

Loto-Québec's responsible gambling program, Wise Play, offers a website that gives players the tools and information they need to keep their gambling low-risk. The Wise Play program reflects Loto-Québec's commitment to making responsible commercialization a cornerstone of its operations and to promoting responsible gambling in ways tailored to its different offerings.

Source and for more information:

Renaud Dugas
Spokesperson and Media Relations Director
Loto-Québec
[email protected]

SOURCE Loto-Québec