DraftKings has become the exclusive Sportsbook and Online Casino Integration sponsor of NHL on Prime under a new agreement with Prime Video.
The deal covers Wednesday Night Hockey integrations for the 2026-27 NHL season and select Stanley Cup playoff coverage on the platform.
Omnicom Agency supported the agreement. Under its terms, DraftKings holds exclusive branded integrations across pregame coverage, live game action and intermission segments during Wednesday Night Hockey broadcasts.
The integrations include branded pregame and intermission features, in-broadcast sponsorship moments tied to major game events, and score clock elements that keep the DraftKings brand present throughout live play.
According to DraftKings, these elements are designed to complement the viewing experience for hockey fans in Canada.
“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,” she added.
NHL on Prime offers exclusive national NHL games in Canada during the regular season. Its playoff coverage includes two First Round series and one Second Round series. The 2026-27 schedule features Canadian teams in every matchup, and the games are available exclusively on Prime Video at no additional cost to Prime members.
Wednesday Night Hockey coverage begins September 30, 2026, at 7 p.m. ET on Prime Video, when the Toronto Maple Leafs take on the New York Islanders.
“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn,” said Christopher Walton, Head of Streaming Video Sales at Amazon Ads Canada.
“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,” Walton added. “DraftKings recognized 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.”
“This partnership is a win for DraftKings and for hockey fans across Canada,” said Kate Mateer, Chief Client Officer at Touché! “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 is available in Ontario and Alberta, where customers can access the company’s regulated Sportsbook and Casino platforms.