DraftKings Secures Exclusive Sportsbook Sponsorship for NHL on Prime Wednesday Night Hockey
DraftKings becomes exclusive sportsbook and online casino sponsor for NHL on Prime’s Wednesday Night Hockey in Canada, covering the 2026-27 season and select playoffs. The deal supplies branded integration across every broadcast that features a Canadian team. It builds on the operator’s existing regulated market entry in Ontario and Alberta.
SCCG Take — Live sports streaming removes channel-surf variables and supplies sustained viewer attention that regulated operators can convert into measurable engagement. The mechanics favor incumbents already licensed in the target provinces.
DraftKings Inc. announced an exclusive sponsorship with NHL on Prime, naming it the official sportsbook and online casino integration sponsor for Wednesday Night Hockey. The deal covers the 2026-27 regular season games and select Stanley Cup playoff games. Prime Video broadcasts begin Wednesday night (Sept. 30) with the Toronto Maple Leafs hosting the New York Islanders and run through April 7, when the Winnipeg Jets face the Edmonton Oilers.
Every matchup on the schedule features a Canadian team. The arrangement delivers DraftKings branded pregame and intermission segments plus in-broadcast sponsorship tied to key game moments. Stanley Cup playoff audiences add particular value given elevated spring viewership.
DraftKings Canadian Market Timeline
DraftKings launched in Ontario in May 2022, one month after that province’s regulated iGaming market opened. The operator went live in Alberta on July 13 when that market launched. “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,” said Stephanie Sherman, chief marketing officer at DraftKings.
Christopher Walton, head of streaming video sales at Amazon Ads Canada, said: “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.” Kate Mateer, chief client officer at Touché!, added that the integration feels natural and relevant for audiences.
Live Sports as Advertising Currency
Walton noted that attention in advertising is currency that has never been harder to earn. The NHL on Prime package supplies precisely that currency through uninterrupted live action. As first reported by Casino.org, the partnership aligns DraftKings brand exposure with the most passionate Canadian hockey audiences across streaming, in-game, and commercial segments.
The sponsorship stops short of disclosing financial terms or expected handle lift from the integration.
Reporting: Casino.org News
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