As the managing partner of two of Edmonton's most popular sports bars, Mo Blayways knows a thing or two about rulebooks. The 1st RND locations near MacEwan University and in West Edmonton Mall feature numerous televisions displaying various sports from around the globe, including a ticker with the latest sports news. Patrons can enjoy a burger while watching baseball on one screen and a European soccer match on another. During hockey season, the Edmonton Oilers are a major draw.
However, operating a sports bar involves more than just having taps, good pub food, and plenty of TVs. Subscription fees to networks like TSN, Sportsnet, and streaming services such as Fubo and DAZN must be paid. These providers charge higher rates to bars due to the larger audience and commercial use of broadcasts.
Additional licenses and sponsorship deals also require careful navigation. As Molson is a major Oilers sponsor, 1st RND ensures the brewery's products are featured on game nights. For Monday Night Football, Bud Light takes center stage as a key NFL sponsor.
To avoid conflicts with teams, leagues, and their sponsors, Blayways complies with their requirements. This approach will be crucial during the upcoming FIFA World Cup broadcasts. FIFA enforces strict licensing rules for bars, and Blayways acknowledges that the governing body "carries an awfully big hammer."
To advertise World Cup games, 1st RND prominently features Michelob Ultra, a beer produced by Labatt in Canada and FIFA's official beer sponsor. By collaborating with the sponsor for promotions and viewing parties, Blayways expects to avoid warnings or cease-and-desist letters.
"I understand their position," Blayways said. "Their sponsors pay a lot of money to be associated with the World Cup." He expressed frustration when seeing other Edmonton pubs advertising watch parties without going through the proper licensing procedures.
Watch parties across Edmonton
A search for "World Cup watch party" and "Edmonton" yields numerous results. Greta in Downtown Edmonton positions itself as the "headquarters" for all Argentina matches, heavily promoting Michelob Ultra like 1st RND. The Canadian Icehouse, near Rogers Place, serves as the official home for Canada's matches, with a $10 ticket guaranteeing a seat and one drink. It is also the chosen venue for England's local supporters' groups.
The Edmonton Scottish Society charges $10 (plus $1.98 in fees) for Scotland game viewings. The 124th Street Business Association hosts free watch parties for select World Cup games in the parking lot at Manchester Square.
