NFL partners with OLG to host official online sportsbook in Ontario ahead of Super Bowl LVI
February 9, 2022
Ontario's gaming corporation, Ontario Lottery and Gaming Corporation (OLG) has signed a five-year contract with the NFL to be the league's first official sportsbook partner in Canada and Ontario.
Just days before the Super Bowl, Ontario's gaming corporation announced that its new sports betting platform, PROLINE (retail) and PROLINE +(online), will be available in the province starting April 4. This marks the end of the province's monopoly on sports betting.
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What's included in the agreement
According to OLG Chief Digital and Strategy Officer Dave Pridmore, the partnership with the NFL will allow Ontarians to enjoy the league's games and the sports betting experience at their leisure. He noted that this partnership would elevate the gaming experience for Ontarians.
The deal, which is expected to last for five years, will allow Ontario sports fans to place their bets on their preferred events. It also includes engaging content that will be delivered through the NFL's digital platforms and OLG's online platforms.
Through the partnership, the NFL and OLG are collaborating on unique events and promotions, including exclusive player opportunities and new football content. On February 9, a new weekly sports video series called Game Plan will launch.
In the week leading up to the Super Bowl, PROLINE + launched two promotions. One of these offered new users a $100 sports bonus. The other is matching the users' first deposit up to $500.
Excitement from OLG, NFL
In a press release, the company noted that Ontario's sports fans will now be able to place legal single-event and legal sports bets on the Super Bowl through the PROLINE + platform. Pridmore also noted that the partnership would create new opportunities for sports fans in the province.
"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 +," said Pridmore.
"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," the Chief Digital and Strategy Officer continued.
Similar excitement was also expressed by Gavin Kemp, NFL director of corporate partnerships. Kemp noted that the National Football League is pleased to partner with Ontario's gaming corporation to bring sports betting to the province. Through this partnership, the league and OLG will work together to develop new ways for fans to experience the sport's action in the province.
New adoption of PROLINE
A few weeks ago, the company started offering NFL player props. This week, it will also launch new markets, such as coin toss odds, longest touchdown, and MVP odds. As of Monday, it had received over 80 registrations for Super Bowl.
The Buffalo Bills-Kansas City Chiefs divisional-round playoff match was the biggest single-event bet on the platform since it launched in August. The Grey Cup became the most popular single-event bet on the Canadian Football League in December.