The National Hockey League (NHL) has expanded partnerships with FanDuel and BetMGM to Canada, making the operators its first sports betting partners in North America.
Under the agreement, FanDuel and BetMGM will have the right to use the official NHL branding and category designations to appeal to sports betting fans and customers in legal jurisdictions across Canada and the US.
Both operators will also continue to receive personalized content through NHL-controlled media channels and will be integrated into NHL events across North America, including visible signage in arenas and on-site activation opportunities, as well as premium hospitality solutions.
In addition, FanDuel and BetMGM will support the NHL with its responsible gaming initiatives.
The dual expansion follows the launch of legal online sports betting in the Canadian province of Ontario earlier this week. Both FanDuel and BetMGM have licenses to offer online betting in the region.
Single-event sports betting was also officially launched in Canada on August 27 of last year, but is currently only offered by lotteries.
“Canada’s new sports betting landscape presents a tremendous opportunity to increase fan engagement and continue our progressive approach to the sports gaming industry,” said NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel.
“BetMGM and FanDuel were our first US sportsbook partners, and we are excited to expand our partnerships with these two leaders in the sports and mobile betting market as we begin our transformative entry into this space in Canada and engage our avid Canadian fanbase. “, added Wachtel.
FanDuel chief executive Amy Howe also referred to the launch of online sports betting 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 in Canada with the launch of the Ontario market,” said Howe. “This partnership has allowed the NHL and FanDuel to collaborate and become true sports betting innovators with initiatives such as the NHL Network’s first Odds Ticker and the NHL’s personalized sports betting content for social media.”
BetMGM Chief Executive Adam Greenblatt added: “Our existing partnership with the NHL has accelerated our ability to reach hockey fans and allowed us to offer an enhanced betting product in this sport.”
“The expansion of our partnership with the NHL across North America, in line with our recent launch in Ontario, puts us in a great position for long-term success in Canada,” concluded Greenblatt.
