Proline+, the sports betting brand of the Ontario Lottery and Gaming Corporation (OLG), has become the first sportsbook partner of the National Hockey League (NHL) in Canada.
Under the multi-year deal, OLG will becomes an official NHL sports betting partner on both its Proline+ digital sports wagering platform and the new Proline product at retail lottery outlets across the Ontario province.
OLG will acquire distribution rights to the NHL’s official logos and cross-promotion across NHL digital and social channels.
The agreement will also include exclusive OLG/Proline and NHL events and promotions at retail outlets and online with Proline+, as well as co-branded promotions during select 2021-22 regular season games, the Stanley Cup Playoffs, Stanley Cup Final and 2022-23 season.
In addition, Proline+ will serve as presenting sponsor of the Proline+ NHL Pre-Game at the 2022 NHL Heritage Classic, the official fan festival before an outdoor game between the Buffalo Sabres and Toronto Maple Leafs at Tim Hortons Field in Ontario.
“As a leading gaming entertainment operator for more than four decades with an excellent track record in Ontario, OLG is an ideal partner for the NHL to begin our transformative entry into this space in Canada and to further engage our avid Canadian fan base.”
NHL’s senior vice president for North American business development, Kyle McMann, said.
OLG chief digital and strategy officer Dave Pridmore added: “The OLG-NHL deal is a big win for our valued sports bettors. A partnership with a world-class organisation like the NHL will help complement the ultimate sports betting experience for hockey fans on Proline+ and Proline at retail, where our players can execute legal single-event wagers and other unique bets on a sport they love.”
Single-event sports betting officially launched in Canada on August 27, but is currently only offered by provincial lotteries.
Last month, it was announced that Ontario would open its legal igaming market on April 4.
AGCO released its final igaming sports and event betting regulatory standards in September of last year, including changes to advertising standards and integrity rules.
OLG last month also agreed a new deal for its Proline brand to become the first sportsbook partner of the National Football League in Canada.