This week, the Ontario Lottery and Gaming Corporation revealed that it has partnered with Toronto Maple Leafs captain John Tavares. Through this agreement, the Mississauga-born athlete will become a Crown agency PROLINE brand ambassador. It will promote the OLG brand as it reinvests 100% of its profits into the coffers of the province.
The OLG is a Crown corporation that operates land-based and online gaming and lotteries for the Province of Ontario. It offers sports betting through its PROLINE brand which is available in around 10,000 outlets in the province. Meanwhile, its online sports betting is offered through PROLINE+, and profits from both are reinvested back into the province.
First major athlete to sign with OLG
Tavares said if someone grew up in Ontario and is a big sports fan like him, then they’ll probably know that the PROLINE brand is synonymous with responsible sports betting and gambling. He also has shared his enthusiasm about being named an ambassador for the OLG and PROLINE because of their long-standing connection to sport in the province.
The Toronto Maple Leafs legend also said he’s convinced he played in stadiums that were built with the help of crown corporation funds. The deal makes Tavares the first major sports league athlete to team up with the OLG. Thanks to the agreement, he will now engage with fans at public or promotional events and online.
OLG games director Dave Pridmore admitted that as a lifelong sports fan, acquiring Tavares as an ambassador was very exciting. He added that the professional athlete will be a perfect fit for the brand as he has a deep connection to the province and its leadership on and off the hockey rink.
Mr. Pridmore went on to say that the hockey star was born and raised in the province, is currently the captain of the Maple Leafs and has even launches his own foundation give back to communities. He recalled that OLG’s social objective is also to give back to communities, since 100% of Crown profits are reinvested in the province for a better Ontario.
Announcement of major sports offers
This year, the OLG entered into important partnerships with the major sports leagues on the continent. In June, the Crown announced a collaboration with the NBA for its PROLINE brand. Thanks to this agreement, players were able to bet for the first time on the 2022 NBA draft. And as part of the agreement, the OLG will use NBA betting data, as well as official league marks and logos.
In addition, the OLG has also signed a partnership with major league baseball. The agreement makes OLG’s PROLINE Sportsbook an Official Sportsbook Partner of the league. The agreement also marks the first sports betting Partnership for MLB in the province. the crown corporation’s distribution rights to official league logos and cross-promotion on MLB’s digital channels.
Source: “John Tavares teams up with PROLINE to play for Ontario” OLGNovember 9, 2022