NHL, Ontario Lottery and Gaming Corp. sign long-term partnership
March 9, 2022
On March 9, 2022, the Ontario Lottery Gaming Corporation, or OLG, declared its partnership with the National Hockey League, or NHL, to launch OLG PROLINE+ sportsbook product as the League's first sports betting partnership in Canada.
OLG becomes an official NHL partner for sports betting on both its PROLINE+ internet sports betting platform and the new PROLINE product at retail lottery shops across Ontario as part of the multiyear agreement. OLG will have distribution rights to the NHL's official logos as well as cross-promotion across NHL digital and social channels as a result of the collaboration.
OLG announced its digital sports betting platform PROLINE+ in response to new legislation allowing single-event sports wagering in Canada. On its first week of launch, PROLINE+ has generated $1 million in revenue in bets from the ten sports it is offering on its website and mobile app.
Major League Baseball had been a popular option of ProLine+ players in the early days, so the $10 on Brewers-Twins was an omen. Baseball, football, and soccer wagers, including the Premier League and Major League Soccer, have accounted for more than 80% of the action.
With the federal Safe and Regulated Sports Betting Act taking effect August 28, 2021, the Ontario Lottery and Gaming Corporation and other lottery corporations across the country were first out of the gate to offer sports fans and bettors legal wagering on games and matches, as well as in-game or prop bets, after nearly 30 years of only being able to offer parlay wagering at convenience stores, gas stations, and other retail outlets.
As is known, OLG will bring the PROLINE+ to sponsor NHL Heritage Classic's first visitation to Ontario on the official fan festival of the Buffalo Sabres vs. Toronto Maple Leaf's outdoor game at Tim Hortons Field in Hamilton, Ontario, on March 13, 2022.
"The OLG-NHL deal is a big win for our valued sports bettors," said Dave Pridmore, OLG's Chief Digital and Strategy Officer. "A partnership with a world-class organization 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."
Benefits for bettors
The collaboration is expected to bring several benefits, especially for the bettors. First, there will be extraordinary and interesting NHL content spread around NHL digital platforms and proline.ca. Exclusive OLG/PROLINE and NHL promos and events will be available at retail locations and online with PROLINE+.
In addition, special co-branded promotions for sports betting fans during select regular-season games in 2021-22, the Stanley Cup Playoffs, Stanley Cup Final, and the 2022-23 season will also be accessible.
"As we prepare to stage our sixth NHL Heritage Classic this weekend in Hamilton, we're thrilled to announce PROLINE+ by OLG as the NHL's first Official Sports Betting Partner in Canada," said Kyle McMann, NHL Senior Vice President, North American Business Development.
"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."