DraftKings Secures Exclusive NHL Sponsorship on Prime Video for Canadian Broadcasts

DraftKings has entered a new agreement with Prime Video that makes the company the exclusive sportsbook and online casino integration sponsor of NHL on Prime’s Wednesday Night Hockey broadcasts in Canada.

The partnership covers the 2026-27 NHL regular season and selected Stanley Cup playoff games. Prime Video’s Wednesday schedule begins September 30, when the Toronto Maple Leafs host the New York Islanders, and concludes April 7 with the Winnipeg Jets facing the Edmonton Oilers. Each NHL on Prime matchup features a Canadian team.

Broadcast Integration and Branding

The agreement gives DraftKings branded exposure across Prime Video’s NHL coverage in Canada. Its integrations will appear during pregame and intermission programming as well as during live action. The sponsorship also includes placements connected to key moments during games and score clock elements that keep the DraftKings brand visible during live play.

Christopher Walton, head of streaming video sales at Amazon Ads Canada, said: “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. DraftKings recognized this opportunity, and together, we’re connecting with the most passionate fans in Canada through innovative, integrated experiences in-game, in-intermission and in commercial time.”

The arrangements were supported by Omnicom Agency.

Regulated Market Operations in Canada

This partnership follows DraftKings’ expansion into Canada’s regulated iGaming markets, as reported by World Casino News. The company launched in Ontario in May 2022, one month after the province opened its regulated iGaming market. DraftKings subsequently entered Alberta when its regulated market launched on July 13.

Stephanie Sherman, chief marketing officer at DraftKings, said: “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. NHL on Prime brings together the sport’s most passionate audiences, and we look forward to creating engaging experiences around the games and moments fans care about most.”

Kate Mateer, chief client officer at Touché!, an Omnicom Media agency that works with DraftKings, said: “This partnership is a win for DraftKings and for hockey fans across Canada. 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 partnership places DraftKings branding across pregame and intermission segments, selected moments during games and score clock placements rather than restricting the company to conventional commercial spots.

Reporting: World Casino News

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