DraftKings has secured exclusive sportsbook and online casino sponsorship rights for NHL on Prime’s Wednesday Night Hockey coverage in Canada.

DraftKings has strengthened its presence in Canadian sports through a new agreement with Prime Video that makes the operator the exclusive sportsbook and online casino integration sponsor of NHL on Prime’s Wednesday Night Hockey for the 2026/27 season.

The partnership covers every Wednesday Night Hockey broadcast as well as selected Stanley Cup Playoffs coverage available through Prime Video in Canada.

DraftKings will receive a range of broadcast integrations throughout the season, including branded pregame and intermission features, commercial spots, broadcast sponsorship and score clock elements.

The agreement gives the operator significant national hockey exposure at a time when DraftKings is expanding its Canadian business beyond Ontario following its recent entry into Alberta.

Wednesday Night Hockey provides national platform

Prime Video is changing its flagship Canadian NHL broadcast from Monday to Wednesday for the new season.

The 2026/27 schedule will feature 27 nationally broadcast regular-season games, with at least one Canadian NHL franchise appearing in every matchup.

Coverage begins on 30 September when the Toronto Maple Leafs host the New York Islanders at Scotiabank Arena.

Prime Video’s rights package also extends into the postseason, including two first-round Stanley Cup Playoff series and one second-round series.

DraftKings will be integrated throughout this coverage, providing the operator with regular access to hockey audiences across Canada during both the regular season and playoffs.

The company said its integrations have been designed to complement the viewing experience rather than operate solely as traditional advertising placements.

Canadian expansion creates timely opportunity

The partnership comes shortly after DraftKings expanded into its second regulated Canadian online gambling market.

The operator has offered online sports betting and casino gaming in Ontario since 2022.

On 13 July 2026, DraftKings entered Alberta on the opening day of the province’s regulated market, launching its flagship DraftKings Sportsbook and Casino alongside the separate Golden Nugget Online Casino platform.

The expansion means DraftKings is now active in two provinces that collectively contain four of Canada’s seven NHL franchises, strengthening the commercial relevance of a national hockey partnership.

“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,” said Stephanie Sherman, Chief Marketing Officer at DraftKings.

“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.”

DraftKings builds Canadian sports presence

The Prime Video agreement adds to DraftKings’ existing relationships with major North American sports properties.

The company is already an official partner of leagues with substantial Canadian audiences and franchises, including the NHL, NBA and WNBA.

Its latest agreement provides a more direct media integration around one of Canada’s most followed sports, combining DraftKings branding with Prime Video’s live NHL coverage.

This approach gives the operator visibility throughout the broadcast itself through sponsored segments and score clock integrations rather than relying exclusively on conventional advertising.

For DraftKings, the timing is particularly relevant as it looks to establish its brand in Alberta while continuing to compete in Ontario’s established regulated market.

Alberta offers further partnership potential

DraftKings has already indicated that additional sports partnerships could form part of its Alberta strategy.

Speaking when the province’s regulated market launched in July, Paul Liberman, DraftKings co-founder and President of Operations, said the company intends to explore partnerships with local sports organisations.

“Absolutely, we are exploring and are going to explore sports partnerships,” Liberman said.

“You get such passionate fanbases here, and loyal. I think it’d be crazy not to explore that. Hopefully, it’ll come with time.”

Liberman also raised the possibility of exploring a physical DraftKings sportsbook connected to a professional sports venue, an option permitted under Alberta’s gambling regulations.

“We’ll see how that evolves. Those are conversations that happen. You know, if it’s at the Oilers stadium, maybe it makes sense.”

No such agreement has been announced, but the comments indicate that DraftKings sees professional sport as an important customer acquisition and brand-building channel as its Alberta operations develop.

Operators strengthen Canadian sports ties

DraftKings is not alone in increasing its investment in Canadian-facing sports partnerships.

Several major operators have recently announced agreements designed to strengthen their connections with Canadian sports audiences.

PENN Entertainment-owned theScore Bet, for example, has become an official partner of the Canadian Football League (CFL).

The operator is also the presenting partner of the CFL’s new mobile application and its free-to-play CFL Fantasy game, giving the brand multiple points of interaction with Canadian football supporters.

BetMGM has similarly expanded its Canadian sports marketing strategy through a partnership with the Minnesota Vikings.

The agreement makes BetMGM the NFL franchise’s official sports betting and online casino partner in Canada.

These partnerships demonstrate the growing importance of sports properties as operators compete for customers within Canada’s expanding regulated online gambling landscape.

Hockey becomes key acquisition platform

For DraftKings, NHL on Prime combines several strategic priorities within a single agreement.

The partnership provides national exposure around hockey while supporting the operator’s existing Ontario business and its newly launched Alberta operations.

It also combines traditional advertising with deeper broadcast integrations, allowing DraftKings to appear around pregame programming, intermissions and live game presentation throughout the season.

With 27 national regular-season broadcasts and selected Stanley Cup Playoff series included in the agreement, Wednesday Night Hockey provides DraftKings with a recurring platform to reach Canadian sports audiences during the 2026/27 NHL season.

As competition between regulated operators intensifies in Canada, partnerships combining betting brands with major sports and media properties are becoming an increasingly prominent part of operators’ efforts to build awareness and engage fans.

Source: Canadian Gaming Business