OLG continues sports league hook-up with NBA partnership

The Ontario Lottery and Gaming Corporation (OLG) has continued its alignment with major sports leagues in Canada via a multi-year deal that will see its PROLINE sportsbook become an official partner of the NBA in Ontario.

The deal will also see OLG and the NBA will create “unique experiences” on PROLINE+, OLG’s online sportsbook, and through its retail PROLINE offering, available at nearly 10,000 outlets in Ontario, says a news release.

OLG will continue to utilize NBA betting data, integrate official league marks and logos into select products, and collaborate with the NBA on a variety of engaging basketball content for OLG’s customers across its sports betting, lottery, and iGaming product lines.

This latest partnership builds on the successful relationship between the two organizations, which has brought exclusive, co-branded experiences to fans for years.

OLG now has significant sports betting partnerships with all four major sports leagues in Canada.

This latest news comes hot on the heels of a partnership between OLG and Major League Baseball (MLB) announced on June 16 that made OLG’s PROLINE sportsbook product the league’s first sports betting partnership in Ontario.

Before that, OLG signed a five-year deal in February to become the first official Canadian sportsbook partner of the National Football League (NFL), and in March, it agreed a similar arrangement with the National Hockey League (NHL).

Image: Toronto Raptors
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