The National Hockey League has formed two multi-year partnership agreements with FanDuel and BetMGM. This is the first time the NHL has partnered in Canada with any North American sports betting companies.
The deals were formed after the recent launch of Ontario’s commercial market earlier this week. The Ontario market is the first Canadian province to offer commercial iGaming to its residents and opened on April 4.
Up to now, Canada’s local lotteries have traditionally dominated the gambling sector. According to H2 Gambling Capital, Canada’s combined online sports betting and iCasino markets in 2022 are estimated at more than $2bn.
NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel said: “Canada’s new sports betting landscape presents a tremendous opportunity to further fan engagement and continue our progressive approach with the sports gaming industry.
“BetMGM and FanDuel were our first sports betting partners in the US, and we’re thrilled to expand our partnerships with both of these leaders in the sportsbook and mobile betting marketplace as we begin our transformative entry into this space in Canada and engage our avid Canadian fan base.”
FanDuel and BetMGM will have official NHL branding rights and will be able to use category designations to engage both US and Canadian sports betting fans.
Both brands will receive the NHL’s custom content from its media channels and have access to hospitality solutions, as well as camera-visible signage during the NHL season.
FanDuel Group CEO Amy Howe commented: “We are delighted to expand our partnership with the NHL to include all of North America as our business grows into Canada with the launch of the Ontario market.
“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.”
BetMGM CEO Adam Greenblatt said the partnership places the company in a good spot to succeed in Canada.
“Our existing partnership with the NHL accelerated our ability to reach hockey fans and has allowed us to deliver an enhanced hockey wagering product. 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,” Greenblatt said.
“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.”
