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OLG’s Proline becomes MLB’s first Ontario sportsbook partner

| By Daniel O'Boyle
The Ontario Lottery and Gaming Corporation’s (OLG) Proline sportsbook brand has become the first sports betting partner of Major League Baseball (MLB) in Ontario.

Under the deal, OLG may use official MLB logos, and will have access to cross-promotion opportunities across MLB digital and social channels.

“Teaming up with a world-class organisation like the MLB enables OLG to create exciting, one-of-a-kind interactive experiences for baseball fans at the game and on Proline,” says Dave Pridmore, OLG’s chief digital and strategy officer. “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.”

Proline launched last year – initially as the only sportsbook in the market after single-event betting was legalised in Canada. However, from 4 April it faced a wave of competition as Ontario opened up to private operators.

“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 Kenny Gersh, MLB executive vice president for business development. “With OLG, we have a trusted partner in Ontario with a vision to help us grow.”

In February, Proline was announced as the first Canadian sportsbook partner of the National Football League (NFL), while in March it secured a similar deal with the National Hockey League (NHL).

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