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. OLG now becomes an official MLB partner for sports betting through its Proline+ online offering and Proline at retail outlets, available at nearly 10,000 lottery outlets across Ontario.

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

“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.”

“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, Business Development. “With OLG, we have a trusted partner in Ontario with a vision to help us grow.”

OLG’s responsible gambling programme ‘PlaySmart’, which enables players to engage in positive play customised to their own needs, is considered to interlink with MLB’s own comprehensive responsible gambling measures.

OLG signed a multi-year deal with the National Hockey League (NHL) to become its first Canadian sportsbook earlier this year.

This partnership is also consistent with the MLB’s own comprehensive responsible gambling measures that aim to protect the integrity of the game both on and off the field.

OLG is a crown agency that contributes to a better Ontario by delivering great entertainment experiences for our customers. Acting in a socially responsible way, OLG conducts and manages land-based gaming facilities; the sale of province-wide lottery games; Internet gaming; and the delivery of bingo and other electronic gaming products at Charitable Gaming Centres.

OLG is also helping support the horse racing industry in Ontario. Since 1975, OLG has provided approximately $55 billion to the people and Province of Ontario to support key government priorities like health care, the treatment and prevention of problem gambling, and support for amateur athletes.

Each year proceeds from OLG’s operations also support host communities, Ontario First Nations, lottery retailers and local charities across the province.