DraftKings Becomes Exclusive Betting Sponsor Of NHL On Prime

DraftKings has become the exclusive Sportsbook and Online Casino Integration sponsor of NHL on Prime under a new agreement with Prime Video.

The partnership covers Wednesday Night Hockey during the 2026–27 NHL season, alongside selected Stanley Cup playoff coverage available through the streaming platform.

Omnicom Agency supported the agreement, which gives DraftKings exclusive branded integrations across pregame coverage, live games and intermission segments.

DraftKings To Feature Across NHL Coverage

The integrations will include branded pregame and intermission features, sponsorship placements linked to major events during games and score clock elements featuring the DraftKings brand.

DraftKings said the activations are intended to integrate its brand into NHL broadcasts for Canadian viewers.

Stephanie Sherman, chief marketing officer at DraftKings, said:

“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.

“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.”

NHL on Prime provides exclusive national NHL games in Canada during the regular season. Its playoff coverage includes two First Round series and one Second Round series.

Every matchup on the 2026–27 schedule will feature a Canadian team, with games available exclusively through Prime Video at no additional cost to Prime members.

Wednesday Night Hockey coverage begins on 30 September 2026 at 7pm ET, with the Toronto Maple Leafs facing the New York Islanders.

Partnership Targets Canadian Hockey Audience

Christopher Walton, head of streaming video sales at Amazon Ads Canada, said:

“In advertising, attention isn't just a metric. It's the currency, and it's never been harder to earn.

“Live sports streaming changes the equation entirely by eliminating channel surfing and delivering unmatched levels of viewer engagement, as fans don't want to miss a second of the action.

“DraftKings recognised this opportunity, and together, we're connecting with the most passionate fans in Canada through innovative, integrated experiences in-game, in-intermission, and in commercial time.”

Kate Mateer, chief client officer at Touché!, added:

“This partnership is a win for DraftKings and for hockey fans across Canada.

“By integrating DraftKings into the live game experience, we've created something that feels natural, relevant, and genuinely exciting for audiences. It's exactly the kind of strategic opportunity we love helping our clients bring to life.”

DraftKings currently operates regulated Sportsbook and Casino platforms in Ontario and Alberta.