The Ontario Lottery and Gaming Corporation (OLG) has signed its first-ever official partnership with the Canadian Olympic Committee and Canadian Paralympic Committee to become the Official Ontario Lottery Partner of Team Canada for the upcoming Paris 2024 Olympic and Paralympic Games.

The new OLG campaign highlights its support of Ontario athletes and puts a spotlight on OLG lottery players who have helped support amateur athletes in Ontario by playing OLG games. The “Sponsored by You” campaign, which includes YouTube video and online ads, reinforces the message that when playing OLG games, players are supporting Ontario athletes. Featured in the campaign are Team Canada athletes Andre De Grasse, Penny Oleksiak, Maggie MacNeil, Jillian Weir and other Ontario athletes and Para athletes who have received funding from Ontario’s Quest for Gold program.

In the last four Olympic cycles, over 90% of Ontario medal winners had received Quest for Gold funding during their career. 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.

“As new sponsors of Team Canada and as long-standing supporters of Ontario amateur athletes, this was an opportunity to forge a new point of relevance for OLG by connecting our players to sponsored athletes,” Maxine Chapman, VP of brand and marketing officer at OLG says.

As part of its Olympics campaign, OLG is taking a traveling “Sponsored by You” portrait studio to several Ontario communities during the summer to provide the opportunity for visitors to take a personalized portrait to show their support for Ontario’s amateur athletes and will also have a chance to win great prizes — including Team Canada prize packs. Ontarians that buy a lottery ticket online at OLG.ca between July 15 and August 12, can enter for a chance to win a trip to watch Team Canada at the Milano-Cortina 2026 Winter Olympic Games.

The campaign is being promoted on TV, social media, digital media and OOH ads. EssenceMediacom handled media buying and Weber Shandwick managed PR.

With files from Andrea Hernandez.