Ontario Lottery & Gaming Partners With the NFL
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Ahead of the recent NFL Super Bowl, Ontario Lottery & Gaming (OLG) announced a new partnership with the league. This five-year deal gives the OLG an opportunity to offer exclusive sports betting options to Canadian bettors.
The biggest aspect of the new agreement is OLG’s PROLINE + becoming a legal sports betting partner of the NFL. This is the league’s first gaming partnership with a Canadian-based sportsbook operator.
PROLINE + is the OLG’s sports betting platform. This would be the equivalent of FanDuel or DraftKings in the US. The main difference is this platform’s association with the provincial government as opposed to being a purely commercial entity.
Dave Pridmore is OLG’s Chief Digital and Strategy Officer. He had this to say about his company’s new partnership:
“We are so excited to announce this partnership given that PROLINE is the only platform for sports bettors in Ontario to place legal, single event wagers and other exciting bets on the Super Bowl at both retail outlets and online at PROLINE+.”
He went on to add:
“This exciting collaboration with a world-class organization like the NFL creates new sports entertainment experiences that give sports fans all across the province an incredible opportunity to get closer to the sport they love through exclusive, one-of-a-kind gameplay.”
As part of this new agreement, both OLG and the NFL will be able to offer cross-promotions at retail sports betting outlets in Ontario. There will also be exclusive promotional opportunities for online bettors at PROLINE+.
During the recent Super Bowl, PROLINE offered an extensive lineup of prop bet options covering every aspect of the big game. Super Bowl LVI provided the perfect opportunity to debut OLG’s new association with the biggest professional betting league in North America.
The NFL’s Director of Corporate Partnerships is Gavin Kemp. He released the following comments as part of an official statement by the league:
“As the sports betting landscape continues to evolve, we are excited to partner with OLG in Ontario with the opening of the sports betting market in Canada. OLG will bring NFL fans in the province a whole new experience in sports gaming entertainment.”
He also added:
“We look forward to working together to create new responsible and innovative ways for football fans to share in the action of the NFL.”
The OLG is connected with the provincial government in Ontario for legal sports betting and iGaming. However, this is one of the few provinces in Canada opening up the marketplace for commercial operators.
The anticipated launch of commercial sportsbook operators in Ontario is currently set for early April. OLG partnering with the NFL is a great way to shore up its position as the first and only legal operator in the province. The company’s roots date all the way back to 1975.
Written by Dave Schwab, our US Sports Betting Industry Expert. You can learn more about our author's expertise here.