The fantasy and sports betting operator’s marketing and content deal with the NFL was previously limited to just the US but an agreement was reached between the two to expand into Canada.
The operator entered into a partnership with the NFL in September 2019, which established DraftKings as the exclusive sponsor of the DFS category, while providing it with access to NFL branding and collaboration opportunities on product and content offerings.
The expanded deal furthers the relationship between the two organizations, with the aim to enhance the DFS fan experience in Canada.
The deal comes with the Super Bowl LV just days away, with the Tampa Bay Buccaneers taking on NFL defending champions the Kansas City Chiefs on 7 February.
DraftKings chief business officer Ezra Kucharz said: “The relationship we share with the NFL is important for DraftKings to provide customers a great experience.
“This expanded agreement gives us a unique opportunity in the Canadian market, and we look forward to working with the team at the NFL Canada as we continue to shape the modern fan experience.”
NFL Canada director of corporate partnerships Gavin Kemp, added: “The popularity of Daily Fantasy in Canada continues to rise, providing a great point of connectivity for our fans to engage with the NFL.”
Earlier this week, the American Gaming Association (AGA) estimated 23.2 million Americans will wager on the Super Bowl which would be 11% down from last year’s contest.
