FanDuel is trying to replicate its US success in the Ontario sports betting market, starting with a major TV deal.
FanDuel Sportsbook announced Monday a wide-ranging integration with Canadian sports network TSN. The agreement starts with ON sports betting but can also expand to other provinces as they regulate.
Under the deal, FanDuel will be the exclusive provider of odds across TSN programming, websites, radio and mobile apps.
Big plans for FanDuel in Ontario sports betting
FanDuel’s Canada GM Dale Hooper said:
“Partnering with Canada’s most iconic and trusted media company was integral to our strategy of delivering gaming content to passionate Canadian sports fans in the most entertaining and responsible way possible.”
The FanDuel Ontario app uses a sportsbook engine from IGT and player account management (PAM) platform from GAN.
How will FanDuel fare?
FanDuel went live in Ontario on Monday on the first day of the market.
The company said its first five days of TV and digital marketing will focus on responsible gaming.
However, the US market leader may find it tougher sledding in Ontario than in the US. Its DFS database might be less valuable against rivals who have been taking bets in the gray market for decades.
The company also chose to turn off its DFS product because of increased cost and regulation.
Who is TSN?
TSN runs five TV channels and dubs itself “Canada’s Sports Leader.”
TSN senior vice-president Stewart Johnston added:
“We believe that combining FanDuel’s sportsbook with our expansive portfolio of live sports properties will not only deliver the exciting content that our passionate fan base demands but will provide new opportunities to expand the TSN brand.”
This type of TV integration could be popular in Ontario, with sportsbooks not allowed to advertise bonuses on external sites.
Ontario sports betting heating up
Ontario had awarded licenses to 20 different operators as of Monday, though not all have gone live.
As a result, some of the largest operators currently taking bets include:
- Unibet
- BetMGM
- Caesars Sportsbook
- BetRivers
- TheScore Bet
- PointsBet
- Bet365
