DraftKings Becomes Exclusive Sponsor of NHL on Prime in Canada

^{DraftKings has signed an exclusive sponsorship deal with Prime Video that puts its sportsbook and casino brand across NHL on Prime's Wednesday night games. (Image: Associated Press/Alamy)} 

DraftKings has been named the exclusive sportsbook and online casino integration sponsor of NHL on Prime for the 2026-27 season.

The agreement with Prime Video covers every Wednesday Night Hockey broadcast, plus select Stanley Cup playoff coverage on the streaming service.

DraftKings is available in Alberta and Ontario, the two Canadian provinces with regulated online casino and sports betting markets.

Branding Across Pregame, Play and Intermission

The deal gives DraftKings Ontario and DraftKings Alberta branded integrations spanning pregame coverage, live game action and intermission segments during Wednesday Night Hockey.

It also includes in-broadcast sponsorship moments tied to key game events and score clock elements that keep the DraftKings brand visible throughout play.

"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," DraftKings Chief Marketing Officer Stephanie Sherman said.

Amazon Ads Canada's head of streaming video sales, Christopher Walton, said live sports carry a premium for advertisers because "attention isn't just a metric, it's the currency, and it's never been harder to earn."

A New Night for National Hockey in Canada

NHL on Prime is shifting from Monday nights to Wednesdays in Canada this season.

The schedule includes 27 national regular-season broadcasts, each involving at least one Canadian team, beginning with the Toronto Maple Leafs hosting the New York Islanders at Scotiabank Arena on Sept. 30.

This season's coverage also carries two first-round Stanley Cup playoff series and one second-round series.

Four of Canada's seven NHL franchises play in the two provinces where DraftKings is licensed: the Maple Leafs and Ottawa Senators in Ontario, and the Calgary Flames and Edmonton Oilers in Alberta.

Part of a Wider Push Into Canadian Sports

The NHL on Prime deal extends a run of Canada-facing sports partnerships DraftKings has built since launching in Ontario in 2022.

DraftKings has offered regulated online sports betting and casino products in Ontario since that province's 2022 launch, and it began operating in Alberta on the July 13 opening day of that province's regulated iGaming market.

Other operators have made similar plays for Canadian sports audiences this year, including BetMGM's partnership with the Minnesota Vikings and theScore Bet's tie-up with the Canadian Football League.