DraftKings Secures Exclusive Sportsbook and Online Casino Partnership for NHL on Prime’s Wednesday Night Hockey

Digital sports entertainment and gaming leader DraftKings has announced an agreement with Amazon’s Prime Video, securing exclusive status as the official sportsbook and online casino integration partner for NHL on Prime’s Wednesday Night Hockey throughout the 2026-27 season.

Supported by Omnicom Agency and Touché!, the commercial partnership encompasses broadcast features across regular-season coverage in Canada, as well as select Stanley Cup playoff series, expanding DraftKings’ strategic footprint in key regulated markets including Ontario and Alberta.

The arrangement integrates DraftKings branding directly into live broadcasts, spanning pregame coverage, live game action, intermission segments, and score clock elements designed to enhance viewer engagement on the streaming platform. 

Highlighting the importance of the collaboration, chief marketing officer at DraftKings, Stephanie Sherman, said: “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.”

“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,” sherman said.

Emphasising the commercial value of live streaming environments, head of streaming video sales at Amazon Ads Canada, Christopher Walton, noted: “In advertising, attention isn’t just a metric.”

“It’s the currency, and it’s never been harder to earn. 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 recognised 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,” Walton said.

Echoing these sentiments, chief client officer at Touché!, Kate Mateer, added: “This partnership is a win for DraftKings and for hockey fans across Canada.”

“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,” Mateer said.

The partnership commences as Wednesday Night Hockey launches with the Toronto Maple Leafs hosting the New York Islanders, providing an enhanced commercial platform for regulated sports betting and entertainment engagement.

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