Sports Interaction Makes 'Bad Fans' Heroes of 2025 Stanley Cup Playoffs Campaign

john st. and Sports Interaction officially score with their first campaign together since john st. clinched the business in January 2025. The new work for Canadian sports betting platform, Sports Interaction, embraces the idea of being a 'bad fan' by betting on teams beside your home team.

"For Canadian hockey fans, loyalty is everything. But betting reveals a hidden truth." Krystle Mullin, CCO of john st., explains, "The vast majority of fans aren't betting on their home teams. Consider this: over 85% of NHL bets placed in Ontario last season at Sports Interaction weren’t on Toronto or Ottawa. This common behaviour has so far been overlooked by the category. We see it as a fresh take on modern fandom that will really break through.”

Hitting the ice on April 5th, right in time for the 2025 Stanley Cup Playoffs, the campaign was created with a strategic partnership with the NHL. With assets on broadcast, social, and digital, the campaign is designed to make Sports Interaction the undisputed MVP of Canadian betting.

"This is more than just a campaign launch; it's a statement of intent," said Shir Magen, head of sports interaction. "Our partnership with john st. is all about disrupting the status quo and making unignorable work. The 'bad fan' creative, fuelled by the NHL's partnership, is a bold move to connect with Canadian bettors on their terms, proving that Sports Interaction understands the game, and the fans, better than anyone in Canada."