DraftKings is turning to hockey as it looks to strengthen its position in Canada’s competitive iGaming market. The operator announced a new deal with Prime Video that makes it the exclusive sportsbook and online casino integration sponsor of NHL on Prime for the 2026-27 season.
The partnership covers Wednesday Night Hockey throughout the regular season, along with select Stanley Cup playoff coverage. It gives DraftKings another way to reach Canadian sports fans as the company competes for customers in Ontario and the recently launched Alberta market.
DraftKings will have a visible role throughout Wednesday Night Hockey broadcasts on Prime Video. Wednesday Night Hockey is Prime Video’s exclusive national NHL broadcast package in Canada.
The agreement includes branded pregame and intermission features, commercial spots, and broadcast sponsorship, giving DraftKings regular exposure during nationally streamed NHL games throughout the season and playoffs.
DraftKings Chief Marketing Officer Stephanie Sherman said Canada remains an important part of the company’s growth, with the Prime Video agreement providing another way to connect with hockey fans.
The strategy makes sense for an operator looking to grow in Canada. Hockey remains one of the country’s most popular sports, while Ontario and Alberta both have competitive iGaming markets with several major operators competing for market share.
The timing is especially notable in Alberta, where DraftKings launched its sportsbook and online casino on July 13, making the province its second Canadian market after Ontario. Its new Wednesday Night Hockey deal puts the brand even deeper into the viewing experience through pregame and intermission features, commercial spots, and more.
That added integration comes as sports betting advertising remains a concern for some Alberta residents, putting more attention on how operators are embedded into sports broadcasts.
DraftKings isn’t alone in using sports partnerships to stand out in Ontario and Alberta.
theScore Bet has taken a similar approach with Canadian football. The sportsbook became the presenting partner of the CFL’s new official mobile app, putting its branding alongside scores, news, highlights, statistics, and other features.
The CFL app partnership gives theScore Bet another direct connection to fans in the same two provinces where it operates its sportsbook and online casino.
It’s a similar strategy to DraftKings. theScore Bet is leaning into the CFL and its established connection to Canadian sports media, while DraftKings is putting its brand alongside national NHL coverage on Prime Video.
With more sportsbooks competing for market share in a competitive environment in Ontario and Alberta, they’re looking for ways beyond promotions to attract new users. Targeting popular leagues among Canadian sports fans like the NHL and CFL is another way to do so.
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