MLB strikes first sports betting deal north of border with OLG
Multi-year pact with Ontario Lottery’s PROLINE sportsbook includes official sports betting partner designation
Major League Baseball (MLB) has struck its first sports betting deal north of the border, forging a multi-year partnership with Ontario Lottery and Gaming Corporation (OLG).
Headlining the union, OLG’s PROLINE sportsbook product becomes an official sports betting partner of MLB, which will now be featured across PROLINE’s 10,000 retail outlets throughout Ontario as well as across a multitude of the digital assets of its online offering, PROLINE+.
“Teaming up with a world-class organization like the MLB enables OLG to create exciting, one-of-a-kind interactive experiences for baseball fans at the game and on PROLINE+,” said OLG chief digital and strategy officer Dave Pridmore.
“The true value of this partnership for OLG is the way it will bring PROLINE customers even closer to the game they love in ways they’ve never experienced before.”
As part of the deal, PROLINE will be able to leverage MLB’s official marks and logos for branding and marketing purposes. MLB, in turn, will integrate OLG into its owned digital and social channels in a cross-promotional capacity.
In addition, PROLINE+ gains distribution rights to a variety of MLB content across its digital platforms. The two parties will also collaborate on free-to-play (F2P) digital games to be rolled out throughout the season.
“As we continue exploring additional avenues to engage our fans around the world through sports betting, we need to find creative, knowledgeable partners in their respective regions,” said MLB EVP of business development Kenny Gersh.
“With OLG, we have a trusted partner in Ontario with a vision to help us grow.”
Responsible gambling represents another component of the partnership, with MLB likely contributing assets and resources to OLG’s comprehensive PlaySmart program.
While the partnership marks a first in Canada, MLB has established a strong blueprint in the US on the partnership front, forging similar deals with the likes of DraftKings, BetMGM, and other prominent operators.