DraftKings becomes exclusive sportsbook sponsor of NHL on Prime Video in Canada
The deal covers Wednesday Night Hockey and select playoff games, with integrations during live broadcasts.
DraftKings has signed an exclusive sponsorship deal with Prime Video for its NHL broadcasts in Canada during the 2026-27 season.
Under the agreement, DraftKings will be the exclusive sportsbook and online casino integration sponsor of NHL on Prime, including Wednesday Night Hockey and selected Stanley Cup playoff coverage.
The partnership, supported by Omnicom Agency, will include DraftKings branding during pregame coverage, live games and intermission segments.
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Integrations will include sponsored features, branding linked to in-game events and score clock placements.
“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.
“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.”
The 2026-27 Wednesday Night Hockey schedule begins on Sept. 30, with the Toronto Maple Leafs hosting the New York Islanders.
The regular season schedule runs through to April 7, when the Winnipeg Jets face the Edmonton Oilers.
NHL on Prime broadcasts exclusive national NHL games in Canada during the regular season, as well as two First Round playoff series and one Second Round series.
Every matchup on the NHL on Prime schedule will feature a Canadian team.
“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn,” said Christopher Walton, head of streaming video 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 deal gives DraftKings a season-long presence across Prime Video’s Canadian NHL coverage.
“This partnership is a win for DraftKings and for hockey fans across Canada,” said Kate Mateer, chief client officer at Touché!.
“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.”
Canadian market presence
DraftKings currently operates regulated sportsbook and online casino products in Ontario and Alberta.
The operator launched in Ontario in May 2022, a month after the province’s regulated iGaming market opened, and went live in Alberta when that market launched July 13.
The operator also provides responsible gambling tools including deposit limits, cool-off periods and self-exclusion.
The Stanley Cup playoffs in the spring are a time when audiences are especially valuable.