DraftKings has entered a brand new settlement with Prime Video that may make the corporate the unique sportsbook and on-line on line casino integration sponsor of NHL on Prime’s Wednesday Night Hockey broadcasts in Canada.
The partnership covers the 2026-27 NHL common season and chosen Stanley Cup playoff video 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 dealing with the Edmonton Oilers.
Each NHL on Prime matchup encompasses a Canadian workforce, giving DraftKings a recurring presence all through the published schedule.
“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,” stated Stephanie Sherman, chief advertising and marketing officer at DraftKings, in the company’s press release.
“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.”
DraftKings Branding Integrated Into NHL Broadcasts
The settlement offers DraftKings branded publicity throughout Prime Video’s NHL protection in Canada. Its integrations will seem throughout pregame and intermission programming as properly as throughout stay motion.
The sponsorship additionally consists of placements related to key moments throughout video games and rating clock parts that preserve the DraftKings model seen throughout stay play. The preparations have been supported by Omnicom Agency.
“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn,” stated Christopher Walton, head of streaming video gross sales at Amazon Ads Canada.
“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 association covers Wednesday Night Hockey all through the season and extends to chose Stanley Cup playoff protection within the spring.
Company Has Operations in Ontario and Alberta
The Prime Video partnership follows DraftKings’ enlargement into Canada’s regulated iGaming markets.
The firm 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.
“This partnership is a win for DraftKings and for hockey fans across Canada,” stated Kate Mateer, chief consumer officer at Touché!, an Omnicom Media company that works with DraftKings.
“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 will place DraftKings branding throughout completely different elements of the Wednesday Night Hockey presentation quite than proscribing the corporate to standard industrial spots. The deliberate integrations cowl pregame and intermission segments, chosen moments throughout video games and rating clock placements.
With each NHL on Prime matchup that includes a Canadian workforce, the association will give DraftKings repeated publicity in the course of the 2026-27 marketing campaign. The partnership will even proceed into chosen Stanley Cup playoff broadcasts.
