In January, 2022, on a whim and a touch of peer pressure, Sam Jadavji placed a $25 bet during the third quarter of a Minnesota vs. New Orleans NBA game. He won $20.83. “I watch sports anyway,” he says, “so why not make some money while I’m at it?”

What started as a casual experiment has become a booming pastime for Canadians. With single-game sports betting now legal, fans like Jadavji are finding new ways to connect with their favourite teams, elevate the excitement and even turn a profit.