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In a landmark deal, the Proline sportsbook brand has become the first official sports betting partner of Major League Baseball (MLB) for the Ontario market.
As part of the agreement, Proline's operator OLG (Ontario Lottery and Gaming Corporation) will have access to cross-promotion possibilities throughout MLB's various digital and social channels, and they will also be permitted to use official MLB logos.
Dave Pridmore, Chief Digital and Strategy officer at OLD, said that "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."
"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 the sportsbook brand of Ontario's Crown corporation for gambling, Proline initially had first dibs on the betting market last year when the province legalized single-event betting. However, the later opening of the fully regulated online gambling in Ontario opened bettors up to more options and stiff competition for the provincial sportsbook.
The new deal with the MLB is an excellent opportunity for the OLG to reclaim some of its market dominance. This is especially true as Proline was also signed on as the official sportsbook partner for both the National Football League (NFL) and the National Hockey League (NHL) earlier this year.
Kenny Gersh, The MLB's executive VP for business development, Kenny Gersh, said: "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."
