The National Lacrosse League (NLL) and Sports Interaction (SI) are officially in business.
The news comes after the NLL named SI its official Canadian sports betting partner.
The agreement was signed on Dec. 17 and featured on NLL broadcasts on TSN throughout the country.
“We have been developing the NLL Sports Betting platform as a new line of business throughout the last 20 months, and betting partners are a key part of the platform,” said NLL Commissioner Nick Sakiewicz.
“We are excited and honoured to bring back a renewed relationship with Sports Interaction that will take our collective marketing efforts to a new level and grow our respective businesses through an engagement platform for our fans as our Official Canadian Sports Betting Partner.”
Making things official
NLL ranks third in average attendance for pro indoor sports worldwide as the world’s most remarkable and successful professional lacrosse property. Right after the NHL and NBA.
“We know this partnership will continue to grow our engagement with casual and diehard fans of the NLL, as well as attract new fans who enjoy and have become fans of the high voltage action and fast pace of the NLL game,” added Sakiewicz.
Sports Interaction will primarily appear in TSN’s NLL broadcasts as the named sponsor for the League’s Game of the Week.
TSN will advertize the select games across their linear channels during the regular season.
Last weekend, Sports Interaction received exposure in the arena for NLL games in Canada. The partnership will also see SI featured on all NLL social channels.
“Lacrosse is part of our heritage and a sport very close to our hearts,” said Dean Montour, CEO of Mohawk Online, SI’s operator.
“For centuries, Mohawks have bet on lacrosse games, and we are proud to partner with The NLL and its fans because they share our passion and epitomize everything that is great about the game.”
As the league expands, NLL betting has recently grown in popularity.
And, since Dec. 3, bettors have been wagering on Canadian lacrosse teams in the NLL and the NCAA through provincial lotteries.