The Ontario Lottery and Gaming Corporation (OLG) has signed up the Toronto Maple Leafs captain John Tavares as an ambassador to its Proline brand.

The agreement will see the NHL star engage with fans at public appearances and support the Proline brand at promotional events and on social media. 

Tavares becomes the first major sports league athlete to sign with OLG.

“As a lifelong sports fan, bringing on someone of John Tavares’ calibre is very exciting,” said Dave Pridmore, OLG’s Chief Gaming Officer.

“Having John as our Proline brand ambassador is a great fit given his deep connection to Ontario and his leadership on and off the ice.

“John was born and raised in the province, captains the legendary Maple Leafs and started his own foundation to give back.

“OLG’s social purpose is also to give back, as 100% of OLG’s profits are reinvested in the province to improve the quality of life for all Ontarians.”

100% of profits from Proline+ and Proline at retail will go back to hometowns across Ontario. 

Explaining his involvement, Tavares added: “If you grew up in Ontario and are a sports fan like me, then you know that OLG’s Proline products are synonymous with responsible sports betting and gaming entertainment.

“I am thrilled to be the brand ambassador for OLG and Proline because of its long-standing connection to sports in Ontario – I am sure I have played in arenas built in part with funds from OLG – and its overall commitment to reinvesting in the province, which benefits all Ontarians.”

Bringing Tavares on board appears to align with the vision of OLG and a number of its recently completed deals.

In June, OLG’s Proline became Major League Baseball’s (MLB) first sports betting partnership in Ontario before signing up as an official partner of the National Basketball Association (NBA) in Ontario.