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by Ralph Trayfalgar Updated:
The Ontario Lottery and Gaming Corporation (OLG) has secured yet another partnership agreement with a major sports organization, this time becoming the official sports betting partner of the National Hockey League (NHL) in Canada.
The deal, which was announced on Wednesday, would be the NHL's first collaboration with a sports betting provider in Canada, according to the league. The multi-year arrangement includes both the Ontario Lottery and Gaming Corporation's digital products under the PROLINE+ gambling platform, as well as its retail store solution PROLINE, throughout the province.
According to the agreement, OLG will be granted exclusive rights to the NHL's official branding, allowing it to conduct gambling promotions and bonuses under the NHL brand. In conjunction with the Heritage Classic outdoor event, PROLINE+ will serve as the NHL's presenting sponsor during the pre-game.
Dave Pridmore, the Chief Digital and Strategy Officer of the OLG, expressed his optimism about the partnership, noting that the long-term contract gives the two sides enough time to develop their products to bring bettors and sports fans closer together in the future.
A partnership with an internationally famous league such as the NHL is a huge opportunity for the OLG to expand its hockey and sports services. The business signed a similar agreement with the National Football League just a few weeks ago, significantly extending its sports betting options.
Pridmore suggested that the agreement will result in a slew of new Ontario online gambling options for fans of professional ice hockey competitions. He stated that PROLINE would provide wagers on which team will score first, at what moment in the game the first goal will occur, how many goals a team will score during the course of the game and other such wagering opportunities.
“I think having the generic win-lose bet can sometimes be a little bit too straightforward,” Pridmore noted. “If your team is losing significantly, it kind of takes the fun out of the game right away if you know that you’ve lost that game already whereas you might have a bet on the score at the third period only.”
Kyle McCann, senior vice president of the NHL's North American business development, expressed his appreciation to the Ontario Gaming Commission for being the league's partner in the province. He stated that the operator has an excellent track record for responsible gambling in Canada over the course of its forty-year history. The NHL has found an excellent partner in it as it continues its expansion into the Canadian market as a result of this.
A betting series dubbed OLGGamePlan, developed in partnership with Twitter was also recently introduced by the OLG. The operator hopes to do this in order to keep fans up to date on the newest advancements in the gaming industry.