DraftKings Secures Exclusive Deal with NHL on Prime Video for Canada

DraftKings has secured its position as the exclusive sportsbook and online casino sponsor for the Wednesday Night Hockey broadcast on Prime Video in Canada, during the 2026-27 regular season of the National Hockey League (NHL) and part of the Stanley Cup playoffs. The agreement will come into effect this Wednesday, September 30, with the game between the Toronto Maple Leafs and New York Islanders at Scotiabank Arena. The collaboration, announced in Toronto on September 28, covers 27 regular season games and several playoff series, although the final value of the contract has not been disclosed.

Details of the DraftKings and Prime Video Agreement

Prime Video will broadcast 27 national games on Wednesday nights, all featuring at least one Canadian team. In the playoffs, the partnership covers two first-round series and one second-round series. With this agreement, DraftKings gains exclusive brand integrations visible during pre-game coverage, game developments, and intermissions. The advertising package includes elements such as live mentions, promotional spots, brand integration in the scoreboard, and special segments tied to game events.

According to Christopher Walton, Director of Streaming Video Sales for Amazon Ads Canada:

“Live sports streaming completely changes the landscape as it eliminates channel surfing and offers unparalleled levels of viewer engagement; fans don’t want to miss a second of the action.”

The development of the agreement was managed alongside Touché!, an Omnicom Media agency. Kate Mateer, Director of Client Service at Touché!, noted that the intention was to naturally integrate DraftKings' presence within the live broadcast.

Regulatory Context and DraftKings' Presence in Canada

Since the enactment of the Safe and Regulated Sports Betting Act (Bill C-218) on August 27, 2021, Canadian provinces have decided the model for online sports betting. In most, provincial lotteries manage the offering, but Ontario and Alberta have opened their markets to private operators. DraftKings operates its sportsbook and online casino in both provinces.

The launch in Ontario occurred in May 2022, shortly after the private market opened on April 4. In Alberta, DraftKings began operations on July 13, 2026, coinciding with the market opening to the private sector. According to the company, Alberta is the second Canadian province and the 34th jurisdiction where DraftKings Sportsbook operates in North America. DraftKings Casino and Golden Nugget Online Gaming products are also available in both jurisdictions.

Prime Video programming is broadcast nationally, and four of the seven Canadian NHL teams compete in provinces where DraftKings is present: Toronto Maple Leafs and Ottawa Senators (Ontario); Edmonton Oilers and Calgary Flames (Alberta).

Stephanie Sherman, Chief Marketing Officer of DraftKings, stated:

“Canada remains key to DraftKings' growth, and this exclusivity with Prime Video creates a new avenue for connecting with hockey fans throughout the season.”

Advertising Regulations and Player Protection

In Ontario, DraftKings must adhere to standards defined by the Alcohol and Gaming Commission of Ontario (AGCO). As of February 2024, these rules prohibit athletes and former athletes from participating in iGaming advertising, except to promote responsible gaming, and ban the use of celebrities or figures who may appeal to minors. Alberta prohibited public promotion of bonuses before its market opened in July. DraftKings claims to promote user protection tools like deposit limits, pause periods, and self-exclusion. In Alberta, users seeking help are directed to the GameSense Info Line (1-833-447-7523).

National Exposure and Competition in the Canadian Market

The agreement covers the regular season with its debut this Wednesday in Toronto and concludes on April 7, followed by the playoff phase in spring 2027. The partnership provides DraftKings with national visibility in the NHL's first season following the opening of Alberta's market to private operators. Competitors in Alberta include PENN, which launched theScore Bet and two casino applications in the province in July.

What’s Next for DraftKings and the NHL-Prime Video Integration

The contract initially covers a single cycle of the season and playoffs, with no public details on renewal. DraftKings will bolster its presence in national broadcasts during a key season, while the industry monitors the practical effects of advertising regulations and the growing competition among sportsbooks.