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Proline reaffirms sports betting dominance with expanded NBA partnership

by Ralph Trayfalgar Updated:

The sports betting brand of Ontario's gambling Crown corporation, has signed another huge deal, this time with the NBA. This deal comes just after Proline’s partnership with the MLB came hot off the press.

The OLG understands the immense value of these major sports leagues to Canadian fans and bettors, regardless of the fact that they are mainly centered on the American market. Partnering with the NBA will allow Proline and Proline+ to gain a much needed edge in the iGaming market in Ontario, which has seen growing pressure from the entry of industry giants like 888. 

The partnership will give OLG's betting brand exclusive and critical access to the NBA's data, which is widely considered to be the their most valuable asset for sportsbooks.  With this data integrated into Proline's systems, bettors will be able to receive stats and odds updates in practically real time during games.

In addition, official NBA branding will be incorporated into the digital and physical channels of the official Proline brand.

Now, it should be noted that the partnership is not exactly new. The OLG and NBA had previously signed a partnership years ago that will allow sports fans to place bets on the NBA Draft.

Kuljeet Sindhar, the Associate Vice President of International Gaming and Data Ventures for the NBA, made the following statement in response to the partnership: "The organization is excited to work together with OLG and allow sports fans in the market to have more exciting betting options."

The NBA and OLG have also entered talked to work on a range of exclusive content for the Proline+ platform which seeks to expand and enhance users' enjoyment of the NBA betting experience.

Dave Pridmore, Chief Digital and Strategy Officer of OLG, stated that OLG was overjoyed at the opportunity to bring sports fans closer to the NBA while simultaneously providing them with one-of-a-kind experiences that are only accessible through the company's platforms. 

With this in mind, then, Proline and Proline+ should be in no danger of being overtaken any time soon by Ontario's growing competition. 

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