NHL Expands Ontario Sports Betting Reach With Sportsbook Partnerships

Written By Pat Evans on April 7, 2022
Ontario sports betting

With Ontario sports betting live, the National Hockey League expanded its deals with two sportsbooks to include Canada.

The NHL announced Thursday new arrangements with BetMGM and FanDuel, expanding the partnership territory to include Canada sports betting. The deals come as both operators launched Ontario sports betting this week.

“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 SVP and Chief Business Officer Keith Wachtel said in a release. “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.”

Ontario launch pushes partnership

Ontario’s commercial online gaming market opened April 4, leading to these expanded NHL North American partnerships.

Both sportsbooks can use official NHL branding across the US and Canada. BetMGM and FanDuel were the first NHL sportsbook partners in the US.

The sportsbooks will also continue custom content on NHL media channels and hospitality opportunities throughout the hockey season.

BetMGM builds on hockey in Canada

Leaning in on hockey was an early strategy for BetMGM in Canada. The company signed partnership deals with NHL legend Wayne Gretzky, reigning NHL MVP Connor McDavid and The Hockey News.

BetMGM will use the new NHL deal to “produce premium experiences exclusive to customers in Canada,” according to the release.

“Our existing partnership with the NHL accelerated our ability to reach hockey fans and has allowed us to deliver an enhanced hockey wagering product,” BetMGM CEO Adam Greenblatt said in the release. “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.”

FanDuel looks for Ontario sports betting engagement

FanDuel will use the partnership to drive engagement for sports betting in Ontario and daily fantasy sports in the US. The sportsbook also retains “prominent camera visible assets” during tentpole events and the Stanley Cup Playoffs.

“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,” FanDuel Group CEO Amy Howe said.

Earlier this week, FanDuel announced a deal with TSN.

Not first NHL Ontario sports betting partner

Earlier this year, the NHL announced a partnership with Ontario Lottery and Gaming and its sportsbook, ProLine+.

“As a leading gaming entertainment operator for more than four decades with an excellent track record in Ontario, OLG is an ideal partner for the NHL to begin our transformative entry into this space in Canada and to further engage our avid Canadian fan base,” NHL SVP of North American Business Development Kyle McMann said in a release.

The NFL also partnered with ProLine+ earlier this year. OLG launched its expanded sports betting product in August 2021.

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Pat Evans

Pat Evans is a Grand Rapids, Michigan-based reporter covering sports business. Evans previously worked at Front Office Sports and the Grand Rapids Business Journal. He has authored two books: Grand Rapids Beer and Nevada Beer.

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