LOTTO MAX and PROLINE Become Official Partners of CEBL
New sponsorship agreement to elevate CEBL fan experience across Ontario
The Canadian Elite Basketball League (CEBL) and Ontario Lottery and Gaming Corporation (OLG) unveiled a new sponsorship agreement Thursday with the CEBL and its four Ontario-based teams, naming LOTTO MAX as the Official Lottery and PROLINE as the Official Retail Sportsbook. LOTTO MAX also becomes the new presenting partner of the CEBL’s Eastern Conference and Eastern Conference Playoffs.
The sponsorship marks a significant collaboration that promises to enhance the fan experience in the CEBL like never before, focusing on fan-centric promotions that will boost engagement and excitement around CEBL games, both in-arena and across broadcast platforms.
“Our sponsorship agreement with LOTTO MAX and PROLINE is a testament to our dedication to providing our fans with unparalleled money-can’t-buy experiences, while elevating the profile of the CEBL across Ontario and beyond,” said Mike Morreale, Commissioner and Co-Founder of the CEBL. “This collaboration heralds a new era of basketball fanaticism, promising CEBL fans across Ontario the opportunity to dream bigger in a season filled with more excitement, engagement and unforgettable memories.”
Tipping off at the home openers for the Scarborough Shooting Stars, Brampton Honey Badgers, Niagara River Lions and Ottawa BlackJacks, each fan in attendance will receive a limited-edition team t-shirt. During the season, ticket holders will be automatically entered into a draw* for a chance to win an exclusive trip to the 2024 CEBL Championship Weekend in Montreal, courtesy of LOTTO MAX. This marquee promotion is set to run throughout the season, offering fans continued opportunities to win unique prizes and unforgettable experiences.
Additionally, PROLINE retail customers will have access to exclusive offerings, further solidifying this partnership's commitment to delivering exceptional value and excitement to basketball enthusiasts across Ontario.
“By teaming up with the CEBL through LOTTO MAX and PROLINE, OLG aims to create memorable moments that resonate with fans and bring excitement to the stands,” says Nancy Kennedy, OLG’s Chief Lottery and Customer Officer. “As a proud supporter of all kinds of sports in Ontario, we look forward to finding new ways to enrich the fan experience at CEBL games and celebrate the joy of sport.”
The 2024 CEBL season tips off Tuesday, May 21 at 7 p.m. local / 9 p.m. ET when the Calgary Surge host provincial rival the Edmonton Stingers in a nationally televised (TSN) game at Scotiabank Saddledome. Season tickets and flex packs are now available league wide with priority seating access and preferred pricing. Ticket information for all CEBL games can be found by visiting
cebl.ca/tickets.
More than 40 CEBL games will be broadcast live nationally on TSN and Game+ this season. Fans can also livestream all regular season, playoff and Championship Weekend games on CEBL+ powered by BetVictor, TSN+ and the CEBL Mobile app for iOS and Android devices.
*Must be an Ontario resident and 18+ at the time of participation for entry.
About the CEBL
A league created by Canadians for Canadians with a mission to develop Canadian players, coaches, sports executives, and referees, the CEBL boasts the highest percentage of Canadian players of any pro league in the country with 73% of its 2023 rosters being Canadian. Players bring experience from the NBA, NBA G League, top international pro leagues, the Canadian National team program, and top NCAA programs as well as U SPORTS. Fourteen players have signed NBA contracts following a CEBL season, and numerous CEBL players attend NBA G League training camps every year. The CEBL season runs from May through August. More information about the CEBL is available at CEBL.ca and @cebleague on Instagram, Twitter, TikTok, LinkedIn, Facebook & YouTube.
About OLG
OLG is a crown agency that contributes to a better Ontario by delivering great entertainment experiences for our customers. Acting in a socially responsible way, OLG conducts and manages land-based gaming facilities; the sale of province-wide lottery games; Internet gaming; and the delivery of bingo and other electronic gaming products at Charitable Gaming Centres. OLG is also helping support the horse racing industry in Ontario. Since 1975, OLG has generated approximately $59 billion for the people and Province of Ontario to support key government priorities like health care; the treatment and prevention of problem gambling; and support for amateur athletes. Each year profits from OLG's operations also support host communities, Ontario First Nations, lottery retailers and local charities across the province.
