Ontario's Proline teams up with the NBA

Ontario opened for business insofar as private gambling goes back in April. Since then, dozens, if not hundreds, of new companies have entered the market, often praised as the biggest iGaming market in North America. Despite this influx of new companies – and direct competitors to the established quasi-monopoly of the Ontario Lottery and Gaming Corporation, OLG has not, in fact, given up on looking to ensure it maintains a healthy market share.

Shortly after announcing a partnership with Major League Baseball, a beloved American pastime, OLG’s Proline has struck a second big alliance, this time with the National Basketball Association, which is more of an extension of the existing relationship between the two companies. While most American sports, both competitions are very popular in Canada, and OLG knows that. Proline, the retail betting outlet, and Proline+ will now both benefit from these partnerships.

OLG will be able to gain access to what is arguably the NBA’s most valuable asset – its data. Direct data feeds can be integrated with Proline and thus enable sports fans to have a near-real-time read of fixtures and odds. This will enable them to, in turn, make better-informed decisions when making a bet, whether for recreational purposes or even when attempting to get a biggeryield of a wager.

Official NBA assets will also be integrated with the official Proline digital and physical channels. The two companies have worked together for a while now. Sports fans will have the opportunity to bet on the NBA Draft for the first time, all courtesy of this newly-formed alliance between OLG and the NBA it seems.

Commenting on the partnership, NBA Associate VP of International Gaming and Data Ventures Kuljeet Sindhar said that the organization was excited to work together with OLG and allow sports fans in the market to have more exciting staking options.

The NBA and Proline+ has already negotiated a range of unique experiences that will be developed in partnership and seek to help more sports fans enjoy basketball. OLG Chief Digital and Strategy Officer Dave Pridmore added that extending the already existing relationship was a great signal that OLG and Proline are on the right path.

This would mean that Proline and Proline+ are nowhere near eclipsed or at disadvantage compared to traditional private companies in the market which have been arriving since April. Pridmore confirmed that OLG was happy to bring sports fans close to the NBA while also putting forward unique experiences that are only available through its wagering platforms.

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