DraftKings Joins NHL for 2026/27 as Exclusive Sportsbook Partner on Prime

With the new National Hockey League (NHL) season set to get underway on Wednesday, September 30, with the Toronto Maple Leafs hosting the New York Islanders, the league has expanded its marketing and reach through a new tie-up with DraftKings covering the 2026-27 regular season. DraftKings Forges New Deal with NHL for Canada, Focuses on Prime The partnership extends to Prime Video and is focused on Canada, where the game will be broadcast, with DraftKings becoming the exclusive sportsbook and online casino integration for Wednesday Night Hockey. Commenting on the opportunity, DraftKings chief marketing officer Stephanie Sherman had this to say on the occasion of the deal: “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.” Under the terms of the partnership, DraftKings will have exclusive brand exposure on Prime Video’s NHL broadcasts in the country, including branded pregame and intermission features. The partnership will also cover select Stanley Cup games. Commenting on the partnership, which will also focus on featuring a Canadian team in every NHL game on Prime Video, Amazon Ads Canada head of streaming video sales Christopher Walton added: “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 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.” DraftKings Remains Committed to Canadian Expansion The NHL has not been the only core sport the company has focused on, with the NFL similarly presenting a unique opportunity for the company. In a recent comment, DraftKings remarked that there has been a 15% jump in sportsbook betting handle during the first two weeks of the new season. This comes despite fears that the prediction market vertical is going to eat into margins. The media partnership in Canada further bolsters DraftKings Canadian profile at a time when the company is pushing forward in both Alberta and Ontario.