OLG signs ‘transformative’ deal to become NHL’s first Canadian sportsbook

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Ontario Lottery and Gaming Corporation (OLG) has lauded its “world-class” partners at the National Hockey League (NHL) after announcing a multi-year deal between the two firms.

The new partnership will see OLG provide its Proline+ product to become the NHL’s first official sportsbook partner in Canada, in addition to its new Proline product, which is available at retail lottery outlets across Ontario.

The agreement provides OLG with distribution rights to the league’s official logos and cross-promotion across NHL digital and social channels.

“The OLG-NHL deal is a big win for our valued sports bettors,” commented Dave Pridmore, OLG’s Chief Digital and Strategy Officer.

“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.”

Proline+ will be principal sponsor of the Proline+ NHL PreGame at the 2022 Tim Horton NHL Heritage Classic, the official fan festival of the March 13, 2022 outdoor match between the Buffalo Sabres and Toronto Maple Leafs at Tim Hortons Field in Hamilton, Ontario.

There will also be special co-branded promotions during select 2021-22 regular season games, as well as the Stanley Cup Playoffs, Stanley Cup Final and 2022-23 campaign.

“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,” added 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.”

OLG’s announcement further stated its ‘ongoing commitment to creating new opportunities for sports betting play and developing innovative player experiences’.

In line with the NHL’s own responsible gambling initiatives, OLG promotes responsible gambling across all its gaming products, featuring online player tools and educational materials from its globally recognised ‘PlaySmart’ programme which has received the highest level of certification from the World Lottery Association (WLA).