Ontario Lottery and Gaming Corporation (OLG) has signed a five-year agreement with the National Football League (NFL) to ensure its Proline sportsbook becomes an official sportsbook partner of the NFL.
Signed in the week leading up to Super Bowl LVI, the deal will see OLG become the official retail lottery and sportsbook partner of the league whilst marking the first NFL deal with a Canadian sportsbook.
“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+,” commented Dave Pridmore, OLG’s Chief Digital and Strategy Officer.
“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.”
Under the terms of the agreement, exclusive digital football content will be broadcast on both OLG.ca and NFL’s digital platforms to mark the partnership. Meanwhile, unique offers will be made available to Ontarian bettors through OLG’s Proline+ digital platform and exclusive player opportunities and experiences will be made available in the future.
Marking the Super Bowl, in which the Los Angeles Rams take on the Cincinnati Bengals on Sunday, the Proline sportsbook is offering new novelty markets including which team will score the longest touchdown?; Team to use first coach’s challenge; Who will be named the game MVP? and Coin toss; heads or tails?
“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”, added Gavin Kemp, NFL Director of Corporate Partnerships.
“OLG will bring NFL fans in the province a whole new experience in sports gaming entertainment. We look forward to working together to create new responsible and innovative ways for football fans to share in the action of the NFL.”
