Ontario Lottery & Gaming is NFL's first official sportsbook partner in Canada

PROLINE, the sports betting product of crown agency Ontario Lottery and Gaming Corporation, has become the first official sportsbook partner of the NFL in Canada, OLG announced on Monday.

The partnership, launched in time for the upcoming Super Bowl LVI on Sunday, set to be the biggest single-day betting event of the year, will see OLG and the National Football League delivering “an exclusive sports betting experience” to Ontarians through the PROLINE platform.

Under the newly announced exclusive five-year relationship, OLG and PROLINE become “an official retail lottery and sportsbook partner” of the league in Ontario, and the NFL’s first official sportsbook partner in Canada. The partnership follows the legalization of single-game wagering on August 27, 2021.

"We are so excited to announce this partnership given that PROLINE is the only platform for sports bettors in Ontario to place legal, single event wagers and other exciting bets on the Super Bowl at both retail outlets and online at PROLINE+," said Dave Pridmore, OLG's Chief Digital and Strategy Officer. 

According to Pridmore, by partnering with a “world-class organization like the NFL” the collaboration will see the creation of “new sports entertainment experiences,” giving sports fans across the Canadian province “an incredible opportunity to get closer to the sport they love” through exclusive gameplay.

“OLG and PROLINE have been proud supporters of sports in Ontario for decades,” the crown agency says. The partnership with NFL is set to further demonstrate its commitment to creating new opportunities for sports betting play, as well as advancing the development of innovative player experiences, both retail and online.

"As the sports betting landscape continues to evolve, we are excited to partner with OLG in Ontario with the opening of the sports betting market in Canada", said Gavin Kemp, NFL Director of Corporate Partnerships. "OLG will bring NFL fans in the province a whole new experience in sports gaming entertainment. We look forward to working together to create new responsible and innovative ways for football fans to share in the action of the NFL."

The partnership is set to include “a rich variety of engaging football content” to be delivered across OLG.ca and NFL digital platforms; unique OLG/PROLINE & NFL events and promotions at retail and online with PROLINE+; and exclusive player opportunities “in the future,” according to a press release.

Moreover, PROLINE is also set to provide sports bettors new markets ahead of Super Bowl LVI, including expanded proposition bets and novelty bets, such as “Which team will score the longest touchdown?”, “Team to use first coach’s challenge,” “Who will be named the game MVP?”, and “Coin toss; heads or tails?”

OLG says that, in support of the NFL’s commitment to protecting the integrity of the game and its fans, it will adhere to the NFL’s core integrity policies, collaborate with the league on intelligence sharing, and use official NFL data.

Ontario sports fans, it's game time! Catch the brand new show #OLGGamePlan, hosted by @bradcsmith and @SmrtAsh! 🙌 They'll share their ❤️ of sports and 🔥 tips to help you with your @OLGproline picks. Coming soon! pic.twitter.com/v7m9gdURNq

— OLG (@OLG_CA) February 2, 2022

In anticipation of Super Bowl, OLG and PROLINE+ are also launching a new weekly online sports video series called “Game Plan.” The premiere episode dropped on Wednesday, featuring special guest 4x Super Bowl champion and NFL legend Joe Montana.