DraftKings Buys the Scoreboard on NHL on Prime, and Canada Gets First Dibs
DraftKings is now the exclusive sportsbook on Wednesday Night Hockey, which means Canadian fans will see a betting brand's name on the score clock every time the puck drops.
DraftKings locked up exclusive sportsbook and online casino integration rights for NHL on Prime Video's Wednesday Night Hockey, a deal that kicked off the same night it was announced with the Toronto Maple Leafs hosting the New York Islanders. The arrangement, built with Omnicom, covers Wednesday broadcasts and select Stanley Cup playoff coverage through the 2026-27 season, and it is aimed squarely at Ontario and Alberta, the two Canadian provinces where DraftKings can legally take a bet.
The integration is not subtle: branded pregame and intermission segments, in-broadcast sponsorship moments during the game's biggest swings, and the score clock itself carrying DraftKings' name through every intermission. It is less a sponsorship than a rental of the broadcast's nervous system.
"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," said DraftKings CMO Stephanie Sherman, which is the kind of quote that means: we bought the real estate because hockey fans bet, a lot.
Source: Yogonet
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
