Canada
OLG and Team Canada Launch Official Partnership Ahead of Paris 2024
Ontario Lottery and Gaming Corporation (OLG) has entered into a partnership with the Canadian Olympic Committee and Canadian Paralympic Committee and has become the Official Ontario Lottery Partner of Team Canada for the upcoming Paris 2024 Olympic and Paralympic Games.
“Ontario is ready to cheer on Team Canada athletes as they compete in Paris this summer. This new partnership is showcasing one of the many ways OLG’s support makes a difference to people and communities across the province,” said Stan Cho, Minister of Tourism, Culture and Gaming.
“We are thrilled to welcome OLG to Team Canada. Ontario has such a rich sporting history and OLG has long been a supporter of sport and amateur athletes. We know this support has made a profound impact on athletes across the province, whether they’re engaged in sport at the grassroots level or pursuing their Olympic dreams,” said Jacqueline Ryan, Chief Brand and Commercial Officer of the Canadian Olympic Committee and CEO of the Canadian Olympic Foundation.
“We are so pleased to be entering a new partnership with OLG and welcoming them into the Canadian Paralympic community. We know support for sport and athletes has been important to OLG for many years, and we are excited to work with them to continue to champion Ontario’s Para athletes and inclusive sport across Ontario,” said Karen O’Neill, CEO, Canadian Paralympic Committee.
As momentum builds toward the Paris 2024 Olympic and Paralympic Games, OLG is also shining a spotlight on its players, who have helped support amateur athletes in Ontario by playing with OLG. The new “Sponsored by You” campaign reinforces that when you play with OLG, you support Ontario athletes.
Since 2006, OLG and the Ontario government have supported high-performance amateur athletes through the Quest for Gold athlete assistance program. The program has provided direct financial support to thousands of amateur athletes, enhancing their ability to train by offsetting the costs of training and living expenses.
“Many people don’t realize 100 per cent of OLG’s profits are reinvested into Ontario, and that we have a longstanding history of supporting amateur athletes. OLG’s ability to give back to communities is only possible thanks to our players, so we wanted to use this opportunity to recognize and celebrate them,” said Maxine Chapman, VP Brand & Marketing Officer at OLG.
OLG’s campaign features Team Canada athletes Andre De Grasse, Penny Oleksiak, Maggie Mac Neil, Jillian Weir and other Ontario athletes and Para athletes who have received funding from Ontario’s Quest for Gold program.
“Training for the Olympics takes a lot of preparation – physically, mentally and financially – and it’s not something you can succeed at alone. Having programs like Quest for Gold to help and knowing your community is supporting you makes all the difference, especially when you’re competing on the world stage,” said six-time Olympic medallist Andre De Grasse.
The success of the Quest for Gold program shows in the numbers – in the last four Olympic cycles, over 90% of Ontario medal winners had received Quest for Gold funding during their career.
“The Quest for Gold program showcases our government’s continued efforts to enable Ontario athletes to achieve their full potential at the highest levels of competition. We are proud to join with the OLG, our partners across the sport sector and all Ontarians in wishing our Olympic and Paralympic athletes the best of luck in Paris,” said Neil Lumsden, Minister of Sport.
Stats Perform, the global leader in sports AI, data and technology, has announced an official data partnership with the Northern Super League (NSL). The partnership will allow world-leading Opta data to be collected live from every NSL league game for the next three years.
Beginning this month, the Northern Super League (NSL) establishes a new era in Canadian sport as the country’s first professional domestic women’s soccer league — an ambitious and transformative initiative co-founded by former Canadian international and Olympic medallist Diana Matheson. Its inaugural season kicks off on April 16 and will feature six teams who have assembled multinational player rosters with extensive club and international experience, including 100-cap Canadian internationals Desiree Scott and Quinn.
Once the action begins, detailed data from every on-ball event, including advanced AI-powered Opta Analytics metrics such as Expected Goals (xG) and Expected Assists (xA), will be captured and distributed via feeds and Stats Perform products, including OptaAI Studio. This will enable various broadcasters, publishers and rights holders to generate stories and insights throughout the NSL season and provide them straight to the league’s fans in real time.
As part of the agreement, the NSL’s League Office and every NSL club will also have access to Opta Search, part of OptaAI Studio. This will allow their content creators to leverage all Opta data collected during the NSL season in the creation of data-led stories on the stand-out performers, and will help them generate key talking points for publication on official league and club platforms. Opta Search will also empower the NSL’s media team to create a range of data visualizations, including player shot maps and touch maps, to visually illustrate the impact of different players’ on-field performances.
Christina Litz, NSL President, said: “We are thrilled to have Stats Perform on board as our official data partner. When we talk about detailed performance data in soccer, Opta is the gold standard, so we are delighted to have it powering each of our official digital channels. As the season progresses, we want to put the spotlight on all the on-field heroes who emerge and having access to world-class data will help us tell their stories and inspire a new generation of Canadian soccer fans.”
Steve Xeller, Chief Revenue Officer at Stats Perform, said: “Stats Perform has been a huge supporter of expansion leagues around the world, so we are very pleased to be partnering with NSL in the lead-up to their first domestic campaign. Seeing a fully professional women’s soccer league launch in Canada is an incredibly exciting development for the sport in North America and we see considerable potential in working proactively with the League’s Head Office to help the competition grow, using the power of AI and data-led storytelling to build fan communities across the continent.”
With the Ottawa Senators securing a playoff spot in the NHL, ToonieBet will be there every step of the way, engaging fans with exclusive giveaways, premium entertainment, and a casino experience that mirrors the team’s energy and excitement.
The Ottawa Senators and Tooniebet, an online casino for players across Ontario, announced a partnership that will make Tooniebet the NHL team’s Official Online Casino Partner.
Tooniebet, which launched in 2024 is part of Soft2Bet – one of the world’s fastest growing iGaming turnkey solutions providers with iGaming brands around the world with a portfolio of 19 global licenses, including Ontario.
Additional highlights of the Ottawa Senators and TonnieBet partnership will include:
- In-Arena & Broadcast Branding: Digitally enhanced dashboards for home and away games
- In-rink board signage for home games
- Virtual slot signage for various games
- Digital inventory throughout the Ottawa Senators site on NHL.com
- Direct Fan Engagement: Social contests and promotions hosted on Senators’ digital platforms
- Television Broadcast Branding: Digitally enhanced rink boards for home and away games
- In-arena rink board signage for home games
Martin Ballard, VP Corporate Partnerships, Ottawa Senators stated: “We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators. Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting. Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”
Oksana Tsyhankova, Chief Marketing Officer at Soft2Bet, commented: “Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario. In a short period, we have achieved impressive performance and retention results, with a primary focus on localised, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart.”
By tapping into the Senators’ digital platforms and in-arena presence, ToonieBet will stay close to the action and connect with fans in real, engaging ways while continuing to offer a top-quality online casino experience.
ToonieBet offers a fast, localised online casino experience for players in Ottawa and across Ontario. Through this partnership, fans will have the chance to win Senators merchandise and tickets while ToonieBet grows its presence in a competitive Ontario market. With in-arena branding, regional broadcast coverage, and digital promotions, ToonieBet will be highly visible to the team’s loyal supporters.
PENN Entertainment announced that it has launched theScore Casino, a new stand-alone iCasino app in Ontario. The dedicated online casino experience leverages the popular theScore brand, which has been a mainstay in the Ontario market for decades. Now available on Android, iOS, and desktop, customers can login using their existing theScore Bet credentials, allowing for a seamless experience across online gaming platforms.
theScore Casino operates on the same cutting-edge proprietary technology platform as PENN’s online Hollywood Casino, which launched as a standalone product in the US in December. The product was recently ranked by Eilers & Krejcik as the #2 overall iCasino product in the US.
theScore Casino, also available within theScore Bet app, offers a variety of online slots, table games, and live dealer content, including original titles from PENN Game Studios, the company’s in-house game development studio. theScore Casino also includes bespoke live dealer tables and exclusive games such as Blue Jays Blackjack, an original title leveraging theScore Bet’s partnership with the Toronto Blue Jays.
“We’re excited to introduce our dedicated iCasino product in Ontario under the well-known and trusted theScore brand. We’ve built a strong online gaming foothold in the Ontario market and are primed to deliver an even better casino experience with our proven stand-alone app. Our customer-friendly platform features more than 1200 games, dozens of original titles and intuitive game play that distinguishes our product and positions us for even greater success,” said Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment.
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