NHL expands FanDuel and BetMGM partnerships into Canada after Ontario's market launch

The National Hockey League (NHL) announced Thursday a pair of new multiyear partnership deals, making FanDuel and BetMGM the first-ever North American sports betting partners of the NHL, as both partners expand their rights into Canada as the province of Ontario launched its regulated single-game sports betting market on April 4, and is effective as each partner comes online in that jurisdiction.

As part of these expanded North American partnerships, FanDuel and BetMGM will have rights to use official NHL branding and category designations in a variety of ways to appeal to fans and sports betting customers in legal jurisdictions across Canada and the United States. Both brands will also continue to receive custom content across NHL-controlled media channels and will be integrated into the NHL’s marquee events across North America, including camera-visible signage and on-site activation opportunities as well as premium hospitality solutions throughout the NHL season.

FanDuel’s partnership extension with the NHL will focus on driving engagement with its Daily Fantasy offerings in the United States and Sports Betting offerings in the United States and Ontario by leveraging the NHL’s most prominent camera visible assets across its calendar of regular season tentpole events, as well as the Stanley Cup Playoffs. FanDuel will further utilize a portfolio of turnkey, event hospitality assets to drive deeper engagement with its customers.

As an Official Sports Betting Partner of the NHL, BetMGM will build off its success in the U.S. by furthering efforts across custom content, media and email marketing programs in Canada. The extension will also see BetMGM utilize the NHL to produce premium experiences exclusive to customers in Canada.

In an official press release, NHL’s Chief Business Officer and Senior Executive Vice President, Keith Wachtel, spoke about this new agreement and said: “Canada’s new sports betting landscape presents a tremendous opportunity to further fan engagement and continue our progressive approach with the sports gaming industry. BetMGM and FanDuel were our first sports betting partners in the U.S., and we’re thrilled to expand our partnerships with both of these leaders in the sportsbook and mobile betting marketplace as we begin our transformative entry into this space in Canada and engage our avid Canadian fan base.”

Amy Howe, CEO of FanDuel Group, added: “We are delighted to expand our partnership with the NHL to include all of North America as our business grows into Canada with the launch of the Ontario market. This partnership has allowed the NHL and FanDuel to collaborate and become true innovators in sports betting with initiatives like the NHL Network’s first-ever Odds Ticker and custom NHL sports betting content for social media.”

Adam Greenblatt, BetMGM CEO, commented: “Our existing partnership with the NHL accelerated our ability to reach hockey fans and has allowed us to deliver an enhanced hockey wagering product. Expanding our partnership with the NHL throughout North America, aligned with our recent launch in Ontario, puts us in a great position for long-term success in Canada. We’re excited to further our relationship with the NHL including incorporating some of its all-time greats from Wayne Gretzky to Connor McDavid into our brand marketing.”