The National Hockey League (NHL) has joined forces with Ontario Lottery and Gaming Corporation (OLG) to announce its first official sportsbook partnership in Canada.
OLG will be the official sports betting partner of the NHL on its digital platform Proline+, launched in August 2021, in addition to its new Proline product, which is available at retail lottery outlets across Ontario.
The multi-year contract gives OLG distributional rights to the NHL’s official logos and cross-promotion across the league’s digital and social channels.
Meanwhile, Proline+ will act as principal sponsor of the Proline+ NHL PreGame at the 2022 Tim Horton NHL Heritage Classic, the official fan festival of the March 13 outdoor match between the Buffalo Sabres and Toronto Maple Leafs, which takes place at Tim Hortons Field.
“As we prepare to stage our sixth NHL Heritage Classic this weekend in Hamilton, we’re thrilled to announce Proline+ by OLG as the NHL’s first official sports betting partner in Canada,” commented Kyle McMann, NHL Senior Vice President, North American Business Development.
“As a leading gaming entertainment operator for more than four decades with an excellent track record in Ontario, OLG is an ideal partner for the NHL to begin our transformative entry into this space in Canada and to further engage our avid Canadian fan base.”
Additionally, there will be special co-branded promotions during select 2021-22 regular season games, as well as the Stanley Cup Playoffs, the Stanley Cup Final, and the 2022-23 campaign.
The new partnership also includes exclusive events and promotions at retail outlets and online.
Dave Pridmore, OLG’s Chief Digital and Strategy Officer, added: “The OLG-NHL deal is a big win for our valued sports bettors.
“A partnership with a world-class organization like the NHL will help complement the ultimate sports betting experience for hockey fans on Proline+ and Proline at retail, where our players can execute legal single-event wagers and other unique bets on a sport they love.”