The Ontario Lottery and Gaming Corporation (OLG) has announced a new multi-year deal with the National Basketball Association (NBA).
Under the terms of the agreement, which was signed before the NBA Draft took place last week, OLG’s PROLINE sportsbook will become an official partner of the NBA in Ontario.
OLG and the NBA will create unique experiences on the corporation’s online sportsbook PROLINE+ and through its retail PROLINE offering at nearly 10,000 outlets in Ontario.
This new OLG-NBA partnership builds upon the existing relationship between the two organizations, which has brought exclusive, co-branded experiences to fans including NBA Winners’ Corner presented by OLG and NBA Films for Fans created with OLG.
“Continuing our partnership with an incredible organization like the NBA will help OLG create new excitement and opportunities for basketball fans on PROLINE+ and PROLINE at retail,” commented Dave Pridmore, OLG’s Chief Digital and Strategy Officer.
“We’re thrilled to offer wagering on the NBA Draft for the first time while bringing our valued sports bettors even closer to the game through exclusive content and gameplay.”
As part of the deal, OLG will continue to utilize NBA betting data, integrate official league marks and logos into select products, and collaborate with the NBA on engaging basketball content for OLG’s sports betting, lottery, and igaming customers.
Kuljeet Sindhar, NBA’s Associate Vice President, International Gaming & Data Ventures, added: “This expanded relationship marks the latest iteration of our deeply valued long-term relationship with OLG.
“We are delighted to continue to work together with OLG to innovate around the fan experience in a new era for Ontario sports betting.”
OLG’s responsible gambling program, PlaySmart, features online player tools and educational materials enabling players to ‘engage in positive play’.
Earlier this month, OLG agreed to a similar multi-year partnership with Major League Baseball (MLB), the league’s first sports betting partnership in Ontario.