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DraftKings Lands Exclusive Sportsbook Sponsorship for NHL on Prime

By jili tutorial · September 29, 2026

DraftKings Lands Exclusive Sportsbook Sponsorship for NHL on Prime

Overview: A New Era for NHL Streaming Sponsorships

On the eve of the 2026-27 National Hockey League (NHL) season, DraftKings Inc. announced a landmark partnership with NHL on Prime, Amazon’s exclusive streaming broadcast of Wednesday Night Hockey. Under this deal, DraftKings becomes the exclusive sportsbook and online casino integration sponsor for all Prime Video NHL broadcasts in Canada. The agreement covers the entire 2026-27 regular season schedule of Wednesday night games, as well as select Stanley Cup playoff contests.

This partnership marks a significant expansion of DraftKings’ footprint in Canada, a market the company has been aggressively targeting since the launch of regulated iGaming in Ontario in 2022 and, more recently, in Alberta.

Key Details of the Partnership

What the Sponsorship Covers

Broadcast Schedule Highlights

The NHL on Prime schedule kicks off on Wednesday, September 30, 2026, with the Toronto Maple Leafs hosting the New York Islanders. The regular-season run concludes on April 7, 2027, when the Winnipeg Jets face the Edmonton Oilers. Every broadcast features at least one Canadian team, ensuring strong local relevance and fan engagement.

Why This Partnership Matters

Live Sports Streaming as an Advertising Currency

Christopher Walton, head of streaming video sales at Amazon Ads Canada, emphasized the unique value of live sports in today’s fragmented media landscape:

“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn. Live sports streaming changes the equation entirely by eliminating channel surfing and delivering unmatched levels of viewer engagement, as fans don’t want to miss a second of the action.”

By sponsoring NHL on Prime, DraftKings is buying into a captive, highly engaged audience—hockey fans who are already primed for in-game betting and casino play. The partnership allows DraftKings to reach viewers during moments of peak emotional investment, increasing the likelihood of conversion.

Canadian Market Focus

Canada remains a critical growth region for DraftKings. The company’s Chief Marketing Officer, Stephanie Sherman, noted:

“Canada remains an important part of DraftKings’ continued growth, and this exclusive deal with Prime Video creates an exciting new way to connect with hockey fans throughout the season.”

The NHL on Prime broadcasts are tailor-made for a Canadian audience, as all games feature at least one Canadian team. This local focus amplifies the relevance of the sponsorship for bettors in provinces like Ontario, Alberta, and beyond.

DraftKings’ Expansion in Canada: Ontario and Alberta

Ontario Launch (May 2022)

DraftKings entered the Ontario market in May 2022, just one month after the province’s regulated iGaming market opened. This early mover advantage helped the company establish a strong brand presence among Canadian sports bettors.

Alberta Launch (July 2025)

The company’s most recent Canadian milestone came when Alberta’s regulated iGaming market launched on July 13, 2025. DraftKings went live on day one, positioning itself to capture a share of the rapidly growing western Canadian market.

With both Ontario and Alberta now open, the NHL on Prime sponsorship provides a pan-Canadian platform to promote DraftKings’ sportsbook and casino offerings across these key provinces.

How the Sponsorship Will Work in Practice

In-Broadcast Branded Features

Seamless Integration for Fans

Kate Mateer, chief client officer at Touché! (an Omnicom Media agency representing DraftKings), described the approach:

“By integrating DraftKings into the live game experience, we’ve created something that feels natural, relevant, and genuinely exciting for audiences. It’s exactly the kind of strategic opportunity we love helping our clients bring to life.”

The goal is to avoid intrusive advertising and instead make betting content a natural part of the viewing experience—much like how fantasy sports or live stats are woven into broadcasts today.

Implications for the Sports Betting Industry

Increasing Competition for Sportsbook Sponsorships

This deal underscores the growing arms race among sportsbooks to secure exclusive streaming sponsorship rights. As traditional broadcast viewership declines, live sports streaming on platforms like Prime Video offers higher engagement and better targeting capabilities. DraftKings’ move may prompt competitors like FanDuel, BetMGM, or PointsBet to pursue similar partnerships.

Regulatory Considerations in Canada

While the partnership is a marketing win, it operates within Canada’s evolving regulatory framework. Each province manages its own iGaming licensing, and broadcast sponsorships must comply with local advertising rules. DraftKings already holds licenses in Ontario and Alberta, which cover the primary audiences of NHL on Prime.

Conclusion: A Strategic Win for DraftKings and Hockey Fans

The exclusive sponsorship of NHL on Prime gives DraftKings a powerful platform to engage Canada’s most passionate hockey fans during live action. With branded pregame, intermission, and in-game features, the company aims to convert viewers into bettors and casino players in a natural, non-disruptive way.

As the 2026-27 NHL season approaches, this partnership positions DraftKings at the center of the intersection between live sports streaming and online gambling—a trend that is likely to define the future of sports entertainment in Canada and beyond.