The National Hockey League (NHL) has expanded partnerships with FanDuel and BetMGM into Canada, making the operators its first ever North American sports betting partners.
Under each deal, FanDuel and BetMGM will have rights to use official NHL branding and category designations to appeal to fans and sports betting customers in legal jurisdictions across Canada and the US.
Both operators will also continue to receive custom content across NHL-controlled media channels and 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.
In addition, FanDuel and BetMGM will support the NHL with its responsible gambling initiatives.
The double expansion follows the launch of legal online sports betting in the Canadian province of Ontario earlier this week. Both FanDuel and BetMGM hold licences to offer online wagering in Ontario.
Single-event sports betting also officially launched in Canada on 27 August last year but is currently only offered by provincial lotteries.
“Canada’s new sports betting landscape presents a tremendous opportunity to further fan engagement and continue our progressive approach with the sports gaming industry,” NHL chief business officer and senior executive vice president Keith Wachtel said.
“BetMGM and FanDuel were our first sports betting partners in the US, 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.”
FanDuel chief executive Amy Howe also referenced the launch of online sports wagering in Ontario as a key factor behind the extended deal.
“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,” Howe said. “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.”
BetMGM chief executive Adam Greenblatt added: “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.”