The Ontario Lottery and Gaming Corporation has announced that it has signed a five-year deal that will see its flagship PROLINE offering become the first official Canadian sportsbook partner of the NFL.
The announcement came just days before Super Bowl LVI and nearly a week after the corporation had unveiled its expanded PROLINE retail sports betting platform in Ontario. PROLINE and its online counterpart PROLINE+ are currently the only legal sports betting options in the province until Ontario’s regulated iGaming market launches on April 4. OLG will now also be the official retail lottery and sportsbook partner of one of the most lucrative sports leagues in the world.
The partnership between the OLG and the NFL will see unique events and promotions across retail and online platforms, new football content delivered across OLG.ca and NFL digital platforms, and exclusive player opportunities. A new weekly online sports video series titled “Game Plan” will also debut on Feb. 9 with special guest Joe Montana, hosted by former CFL receiver and The Bachelor Canada star Brad Smith.
“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 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.”
“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,” said 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.”
South of the border in the U.S., the NFL has a long list of official partners and sportsbooks including Caesars, DraftKings, FanDuel, BetMGM, PointsBet, and WynnBET.