Ontario Lottery and Gaming Corporation (OLG) has signed a multi-year deal with Major League Baseball (MLB) to make its Proline+ brand an official sports betting partner of the league.
The agreement marks MLB’s first sports betting partnership in Ontario and provides OLG with distribution rights to the league’s official logos and cross-promotion across its digital and social channels.
“Teaming up with a world-class organisation like the MLB enables OLG to create exciting, one-of-a-kind interactive experiences for baseball fans at the game and on Proline+,” said Dave Pridmore, OLG’s Chief Digital and Strategy Officer.
“The true value of this partnership for OLG is the way it will bring Proline customers even closer to the game they love in ways they’ve never experienced before.”
Free-to-play digital games will also be introduced throughout the entire season.
“As we continue exploring additional avenues to engage our fans around the world through sports betting, we need to find creative, knowledgeable partners in their respective regions,” said Kenny Gersh, MLB Executive Vice President, Business Development.
OLG’s responsible gambling programme ‘PlaySmart’, which enables players to engage in positive play customised to their own needs, is considered to interlink with MLB’s own comprehensive responsible gambling measures.
“With OLG, we have a trusted partner in Ontario with a vision to help us grow,” added Gersh.
Earlier this year, OLG also signed a multi-year deal with the National Hockey League (NHL) to become its first Canadian sportsbook.
