Flutter brands PokerStars and FanDuel Sportsbook on Friday unveiled a joint partnership with Maple Leaf Sports & Entertainment (MLSE).
The parties said FanDuel Sportsbook has been designated as an official sports betting partner of MLSE, while PokerStars will serve as an official gaming partner.
The partnership is a first of its kind for Flutter Entertainment plc in North America, the company said.
According to Flutter, PokerStars and FanDuel will combine to offer fans and gaming players in Ontario a combination of entertainment through sports, poker and casino gaming experiences.
The launch of PokerStars is subject to successful registration by the Alcohol and Gaming Commission of Ontario (AGCO) and execution of an Operating Agreement with iGaming Ontario.
Officials said the deal offers FanDuel and PokerStars an opportunity to showcase their brands to some of the most loyal sports fans in Canada. In addition to the use of MLSE team marks in advertising and marketing, FanDuel Sportsbook, PokerStars Casino and PokerStars will be featured prominently throughout Toronto Maple Leafs and Toronto Raptors games, including rink board and on-court signage.
Flutter said the partnership also will allow FanDuel Sportsbook and PokerStars to collaborate on marketing integrations with all of MLSE’s teams, including the Toronto Maple Leafs, Toronto Raptors, Toronto FC, Toronto Argonauts and Toronto Marlies.
“The Maple Leafs, Raptors and Toronto FC are pioneering franchises and major pillars in Canadian sports culture,” Dale Hooper, General Manager, FanDuel Canada, said in a statement. “As we bring FanDuel to Ontario, we want to collaborate with globally recognized enterprises like MLSE to bring unique content experiences to some of Canada's most dedicated sports fans.”
Tom Warren, PokerStars Marketing Director, added: “We have epic plans for our community in Canada, and are excitedly looking forward to creating some incredible experiences in our birth country, when we launch very soon. Partnering with MLSE gives us the opportunity to reach passionate fans across Ontario with a wide remit of poker and casino, heighten experiences wherever we can, and be a part of some major winning moments.”
Jordan Vader, Senior Vice President, Global Partnerships, MLSE, said the company is “thrilled to partner with” Flutter Entertainment.
“As the online gaming markets open in Ontario, we have worked hard to find partners who aligned with both our vision for innovation, and our values including a shared commitment to responsible gaming,” Vader said. “We look forward to working with Flutter and providing a platform for them to engage with the millions of 19+ Ontario residents who are fans of our teams.”
