NFL Inks First Canadian Sports Betting Partner Ahead Of Super Bowl

Written By Pat Evans on February 10, 2022
Super Bowl betting

With single-event wagering now allowed in Canada, the NFL struck a new partnership just in time for Super Bowl betting.

Ontario Lottery and Gaming announced this week it is now an official sportsbook of the NFL. ProLine+ launched with single-event betting in August 2021, just before the NFL betting season kicked off.

“As the sports betting landscape continues to evolve, we are excited to partner with OLG in Ontario with the opening of the sports betting market in Canada,” NFL Director of Corporate Partnerships Gavin Kemp said.

“OLG will bring NFL fans in the province a whole new experience in sports gaming entertainment. We look forward to working together to create new responsible and innovative ways for football fans to share in the action of the NFL.”

Super Bowl betting in Ontario

OLG recently launched a new retail ProLine offering at 10,000 retailers throughout the province. Until the market opens to commercial operators April 4, the OLG products are the only legal, regulated option for Ontario sports betting.

Through the new NFL partnership, OLG promises unique betting opportunities as well as new content, including a sports video series called “Game Plan.” For Super Bowl betting, OLG said it will offer an array prop bets.

“We are so excited to announce this partnership given that PROLINE is the only platform for sports bettors in Ontario to place legal, single event wagers and other exciting bets on the Super Bowl at both retail outlets and online at PROLINE+,” OLG Chief Digital and Strategy Officer Dave Pridmore said in a release.

“This exciting collaboration with a world-class organization like the NFL creates new sports entertainment experiences that give sports fans all across the province an incredible opportunity to get closer to the sport they love through exclusive, one-of-a-kind gameplay.”

Ontario sports betting expands soon

Ontario regulators announced the April 4 commercial launch date last month. With 15 million residents, it would rank as the fifth-largest US state.

With a ripe market in waiting, more than 30 operators are reportedly lined up to receive licenses in the province.

Last week, PointsBet and theScore announced they received licenses for the initial market launch.

Canada Super Bowl betting

The Responsible Gaming Council released its Super Bowl betting in Ontario survey results Tuesday. The council found 42% of sports bettors in the province plan to bet on the game.

Of the respondents, 36% plan to bet online with OLG products, while 39% plan to bet with unregulated online sportsbooks. The gray market is active in Canada.

Other Ontario Super Bowl betting findings:

  • 47% will bet with friends
  • 44% will buy a lottery sports ticket
  • 40% will bet in a pool
  • 52% plan to wager less than $50
  • 17% plan to wager more than $100

Canada sports betting heats up

This week, Entain announced it acquired Avid Gaming, which owns the Canadian grey market sportsbook Sports Interaction. According to a release from the Mohawk Council of Kahnawàke, Entain plans to keep Sports Interaction operating under the Kahnawake Gaming Commission.

Outside of Ontario, other provincial lotteries also began launching single-event sports betting in Canada in August 2021.

In Alberta, there is an RFP out for two retail sportsbook operators. Meanwhile, the Saskatchewan Indian Gaming Authority plans to have its online sportsbook up and running this summer.

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Pat Evans

Pat Evans is a Grand Rapids, Michigan-based reporter covering sports business. Evans previously worked at Front Office Sports and the Grand Rapids Business Journal. He has authored two books: Grand Rapids Beer and Nevada Beer.

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