NHL inks Canada-facing partnerships with BetMGM and FanDuel
Newly launched Ontario sportsbooks to become official sports betting partners of hockey association
The National Hockey League (NHL) has agreed a pair of multi-year partnership deals with newly launched Ontario sportsbook operators BetMGM and FanDuel.
The duo, who have existing US-facing partnerships with the NHL, will become the official sports betting partners of the league in Canada and gain rights to use official NHL branding and category designations to attract customers in legal jurisdictions across Canada and the US.
Under the terms of the deal, both brands will also continue to receive custom content across NHL-controlled media channels and will be integrated into the NHL’s marquee events across North America.
This includes camera-visible signage and on-site activation opportunities as well as premium hospitality solutions throughout the NHL season.
FanDuel has said its partnership extension with the NHL will focus on driving engagement to its DFS and sports betting offerings in Ontario through camera-visible assets deployed during the regular season tentpole events, as well as the Stanley Cup Playoffs.
In addition, FanDuel has said it will further utilize a portfolio of turnkey, event hospitality assets aimed at driving deeper engagement with its customers.
FanDuel CEO Amy Howe welcomed the expansion of the NHL partnership into Canada, coinciding with the launch of the Ontario regulated market on April 4.
“This partnership has allowed the NHL and FanDuel to collaborate and become true innovators in sports betting with initiatives like the NHL Network’s first-ever Odds Ticker and custom NHL sports betting content for social media,” Howe said.
As an official sports betting partner of the NHL, BetMGM has said it will build off its success in the US by furthering efforts across custom content, media and email marketing programs in Canada.
The extension will also see BetMGM utilize the NHL to produce premium experiences exclusive to customers in Canada.
BetMGM CEO Adam Greenblatt cited the positive effects of the existing NHL partnership on the sportsbook’s expansion of its product base.
“Our existing partnership with the NHL accelerated our ability to reach hockey fans and has allowed us to deliver an enhanced hockey wagering product,” Greenblatt said.
“Expanding our partnership with the NHL throughout North America, aligned with our recent launch in Ontario, puts us in a great position for long-term success in Canada.
“We’re excited to further our relationship with the NHL including incorporating some of its all-time greats from Wayne Gretzky to Connor McDavid into our brand marketing,” he added.