DraftKings Secures Exclusive NHL on Prime Video Partnership in Canada

DraftKings will serve as the exclusive sportsbook and casino integration partner for Wednesday Night Hockey on Prime Video in Canada for the 2026-27 NHL season, securing national exposure in a market where its online products are live only in Ontario and Alberta. The agreement was announced in Toronto and starts September 30, with the Toronto Maple Leafs hosting the New York Islanders.

Exclusive NHL on Prime Video Deal: Core Terms and Coverage

Prime Video holds national rights for Wednesday NHL broadcasts, airing 27 regular-season games with Canadian teams featured in every matchup. The arrangement also includes coverage of two first-round and one second-round Stanley Cup playoff series. For the 2026-27 season, DraftKings gains exclusive branded integrations during pregame, live action, and intermissions—ranging from features and commercial spots to in-broadcast sponsorships tied to key game events, including score clock branding. The financial terms were not made public.

DraftKings worked with Omnicom Media agency Touché! to secure this platform. Kate Mateer, Touché!'s chief client officer, stated the deal is designed for direct integration of DraftKings into the broadcast, moving beyond traditional ad models. Christopher Walton, Amazon Ads Canada's streaming video sales lead, emphasized the appeal of uninterrupted live sports streaming for engaging audiences.

Impact on Canadian iGaming: Ontario and Alberta in Focus

Canada legalized single-event sports betting in August 2021 after Bill C-218 came into force, but provinces handle online betting policy independently. While most restrict online wagering to provincial lottery operators, Ontario and Alberta have opened the market to private competition. DraftKings launched in Ontario in May 2022—six weeks after private iGaming began there—and expanded into Alberta with its sportsbook and casino on July 13, 2026, coinciding with the province’s market opening. Alberta marks DraftKings’ 34th North American jurisdiction.

Prime Video’s Wednesday NHL content is broadcast nationally, but the company’s operational foothold remains limited to two provinces. Four of Canada’s seven NHL clubs play in these DraftKings-active markets—the Toronto Maple Leafs and Ottawa Senators in Ontario, and the Edmonton Oilers and Calgary Flames in Alberta. This deal maximizes exposure among the largest concentration of eligible sports bettors in Canada.

"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.

Regulatory Environment and Responsible Gambling Obligations

DraftKings, as a registered operator in Ontario, complies with advertising restrictions set by the Alcohol and Gaming Commission of Ontario (AGCO). Since February 2024, these prohibit active or retired athletes in iGaming advertising, barring responsible gambling messaging, as well as celebrities or influencers with youth appeal. In Alberta, bonus advertising to the public was banned before the private market launched in July 2026.

DraftKings states it offers structured player protection, including deposit limits, cooldown periods, and self-exclusion functionality. In Alberta, the company refers users to the GameSense Info Line for additional support, reinforcing provincial requirements for player safeguards.

Competitive Landscape and Timeline

This agreement coincides with the first NHL season since Alberta’s iGaming market opened to private operators. PENN is noted as a direct competitor, having launched theScore Bet and two casino apps in the province in July.

The Wednesday night package culminates April 7, 2027, with the Winnipeg Jets facing the Edmonton Oilers. Playoff coverage picks up in spring 2027, completing the season’s exclusivity window. The sponsorship is locked in for a single season, but offers DraftKings significant reach, especially in its two operational provinces.

How the NHL Partnership Positions DraftKings

DraftKings aims to leverage the national exposure provided by NHL on Prime Video to drive engagement in regulated markets. The focus on integration, rather than just advertising, signals a shift in strategy as streaming and digital sports viewership grows and provincial regulatory frameworks continue to evolve. For iGaming operators, these media partnerships present both opportunities for compliance-driven brand exposure and challenges as rules tighten around marketing, endorsements, and responsible gambling.