On the eve of a new National Hockey League (NHL) season, DraftKings Inc. announced a new partnership with NHL on Prime, becoming the exclusive sportsbook and online casino integration sponsor of Wednesday Night Hockey.
The deal covers the 2026-27 regular season games and select Stanley Cup playoff games.
The Prime Video schedule begins Wednesday night (Sept. 30) with the Toronto Maple Leafs hosting the New York Islanders and runs through April 7, when the Winnipeg Jets visit the Edmonton Oilers.
“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 deal gives DraftKings exclusive brand exposure across Prime Video’s NHL broadcasts in Canada, including branded pregame and intermission features, and in-broadcast sponsorship tied to key game events. The Stanley Cup playoffs in the spring are a time when audiences are especially valuable.
Every NHL on Prime matchup features 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.”
DraftKings 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.
“This partnership is a win for DraftKings and for hockey fans across Canada,” said Kate Mateer, chief client officer at Touché!, an Omnicom Media agency that works with DraftKings.
“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.”
Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.
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