NHL Forms Sports Betting Partnership with PROLINE+

The Ontario Lottery and Gaming Corporation (OLG), in a joint statement with the National Hockey League (NHL), announced Wednesday they have agreed to a multi-year deal to make OLG’s PROLINE+ sportsbook the Official Sports Betting Partner of the NHL in Canada.

What’s in the OLG Deal with the NHL

With this deal, the OLG and PROLINE+ are the NHL partner on its digital sports betting platform the retail lottery outlets across Ontario, and also provide OLG with rights to distribute NHL logos and cross-promotion across the NHL “digital and social channels.”

The OLG and NHL also cite that the partnership includes co-branded promotions for “sports betting enthusiasts” during some games in the 2021-22 season, the Stanley Cup Playoffs, Stanley Cup Finals, and the 2022-23 season.

PROLINE+ is the presenting sponsor of the PROLINE+ NHL PreGame event at the 2022 Tim Hortons NHL Heritage Classic. This fan festival will also feature an outdoor game between the Buffalo Sabres and Toronto Maple Leafs at Tim Hortons Field in Hamilton, Ontario, on Sunday.

"The OLG-NHL deal is a big win for our valued sports bettors," Dave Pridmore, OLG's Chief Digital and Strategy Officer, said in a news release. "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."

Timing of Deal Works Out for Sports Betting Launch

"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," Kyle McMann, NHL Senior Vice President, North American Business Development, said in the release. "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."

With this partnership, the OLG and NHL note that this “further demonstrates OLG and PROLINE's ongoing commitment to creating new opportunities for sports betting play and developing innovative player experiences both at retailers and online.”

The NHL has responsible gaming initiatives such as the “Have a Game Plan, Bet Responsibly” campaign.

These ideals align with the OLG, which actively promotes responsible gaming across its platforms, with programs such as PlaySmart, which has received certification at the highest level from the World Lottery Association.