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The deal marks MLB’s first sports betting partnership in Ontario, giving OLG distribution rights to MLB official branding, and allowing cross-promotion across MLB social and digital platforms.
Proline provides retail betting through nearly 10,000 lottery outlets throughout Ontario, with online betting available through the Proline+ platform.
“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. With OLG, we have a trusted partner in Ontario with a vision to help us grow,” said Kenny Gersh, MLB Executive Vice President, Business Development.
The partnership will see a range of baseball content delivered on the Proline+ digital platform, including free-to-play games introduced throughout the season.
OLG Chief Digital and Strategy Officer Dave Pridmore said: “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+.”
Proline+, launched in August 2021, was Ontario’s first legal sportsbook property. It offers Canadian players the chance to bet on a range of American sports leagues, as well as college football teams and European sports.
OLG also operates the educational system PlaySmart, a platform aiming to provide information and educational materials to encourage responsible gambling.
The new partnership is said to align with MLB’s “own comprehensive responsible gambling measures that aim to protect the integrity of the game both on and off the field.”
