This week, the Ontario Lottery and Gaming Corporation revealed that it has teamed up with the captain of the Toronto Maple Leafs, John Tavares. Via this agreement, the Mississauga-born athlete will become a brand ambassador for the Crown agency’s PROLINE brand. He will promote the OLG brand as it reinvests 100% of its proceeds into the province’s coffers.
The OLG is a state-run corporation that conducts both land-based and online gambling and lottery for the Province of Ontario. It offers sports betting via its PROLINE brand which is available across approximately 10,000 retail locations in the province. Meanwhile, its online sports betting is offered through PROLINE+, and proceeds from both are reinvested into the province.
First Major Athlete to Sign with OLG
Mr. Tavares said that if one grew up in Ontario and is a major sports fan like him, then they would probably know the PROLINE brand is synonymous with responsible sports wagering and gambling entertainment. He also shared his excitement over his appointment as ambassador for the OLG and PROLINE due to their long-standing connection to sports in the province.
The caption of the Toronto Maple Leafs also said that he is confident that he has played on stadiums that have been built with the help of funds from the Crown corporation. The deal makes, Mr. Tavares the first major sports league athlete to team up with the OLG. Via the agreement, he will now engage with fans at public or promotional events and online.
Chief Gaming Officer for the OLG, Dave Pridmore, admitted that as a lifelong sports fan the acquisition of Tavares as an ambassador was very exciting. He added that the pro athlete will be a great fit for the brand as he has a deep connection to the province and his leadership on and off the hockey rink.
Mr. Pridmore continued by saying that the hockey star was born and raised in the province, currently captains the Maple Leafs and has even launched his own foundation to give back to the communities. He reminded that the OLG’s social purpose is also to give back to communities, as 100% of the Crown’s profits are reinvested in the province for a better Ontario.
Announcing Major Sports Deals
This year, the OLG struck some major partnerships with leading sports leagues from the continent. In June the Crown announced a collaboration with the NBA for its PROLINE brand. Thanks to the agreement, players were able to wager for the first time on the 2022 NBA Draft. And as part of the deal, the OLG will utilize NBA betting data, as well as integrate official league marks and logos.
In addition to that, the OLG has also inked a partnership with Major League Baseball. The deal makes OLG’s PROLINE sportsbook an official sports wagering partner of the league. The agreement also marks the first sports betting partnership for MLB in the province. the Crown corporation distribution rights to the league’s official logos and cross-promotion across MLB digital channels.
Source: “John Tavares Teams Up with PROLINE to Play for Ontario” OLG, November 9, 2022