The Ontario Lottery and Gaming Corporation (OLG) has inked another partnership with a major sports organization as the official sports betting partner of the National Hockey League (NHL) in Canada.

OLG Becomes the NHL’s First Canadian Betting Partner

The NHL announced the collaboration on Wednesday, and it will be the league’s first with a sports betting provider in the country. 

The multi-year arrangement encompasses both OLG’s digital capabilities via the PROLINE+ platform and its retail shop solution PROLINE throughout the province. The agreement grants OLG exclusive rights to the NHL’s official branding, enabling it to conduct promotions and bonuses using the NHL emblem. PROLINE+ will serve as the NHL’s presenting sponsor at the Heritage Classic outdoor tournament’s pre-game.

Dave Pridmore, OLG’s chief digital and strategy officer, discussed the transaction and its prospects. He stated that the multi-year agreement gives both parties adequate time to work on bringing bettors and sports fans together. In addition, Pridmore stated that partnering with a prestigious league like the NHL allows his organization to expand its hockey and sports products. The business signed a similar agreement with the National Football League a month ago, significantly extending its sports betting options.

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Diverse Sports Betting Options

Pridmore hinted that the agreement will result in a slew of new betting options for fans of professional hockey. PROLINE, he stated, would offer wagers on which team will score first, at when a moment in the game the first goal will occur, and on how many goals a team will score throughout the game. Pridmore underlined the need of delivering a diverse range of products and services to increase engagement and client retention.

Dave Pridmore, the OLG’s chief digital and strategy officer, indicated that he believes the generic win-lose bet can be a little too straightforward at times. If the team is trailing by a large margin, it takes the pleasure out of the game immediately if they know they’ve already lost, whereas they might have placed a wager on the score at the end of the third period.

Kyle McCann, the NHL’s senior vice president of business development in North America, welcomed OLG as the league’s partner in Ontario. He highlighted that the operator had a stellar track record over the course of its forty-year existence. As a result, it is a perfect partner as the NHL expands its presence in Canada. In conjunction with Twitter and so.da, OLG recently created a betting series called OLGGamePlan. The operator hopes to keep fans informed about the newest advancements in the world of gambling through this channel.

About Ontario Lottery and Gaming Corporation, 

Since 2006, the Ontario Lottery and Gaming Corporation abbreviated OLG for corporate branding purposes, is a Crown corporation controlled by the Government of Ontario, Canada. It is in charge of the province’s lotteries, charitable and indigenous casinos, commercial casinos, and slot machines at horse racing tracks. It was formed in April 2000 through the merger of the Ontario Lottery Corporation (OLC) and the Ontario Casino Corporation (OCC), which was founded in 1994. Prior to 2006, the united entity was abbreviated OLGC (or SLJO in French). OLG employs nearly 8,000 people throughout Ontario, including 1,400 in Sault Ste Marie and the Greater Toronto Area. Across the province, roughly 9,800 merchants operate more than 10,000 lottery terminals.