The National Hockey League has announced a pair of new multiyear partnership deals, making FanDuel and BetMGM the first-ever North American sports betting partners of the NHL, as both partners expand their rights into Canada. The announcement comes after the province of Ontario launched its regulated single-game sports betting market earlier this week, and is effective as each partner comes online in Ontario.
As part of these expanded North American partnerships, FanDuel and BetMGM will have rights to use official NHL branding and category designations in a variety of ways to appeal to fans and sports betting customers in legal jurisdictions across Canada and the United States. Both brands will also continue to receive custom content across NHL-controlled media channels and will be integrated into the NHL’s marquee events across North America, including camera-visible signage and on-site activation opportunities as well as premium hospitality solutions throughout the NHL season.
“Canada’s new sports betting landscape presents a tremendous opportunity to further fan engagement and continue our progressive approach with the sports gaming industry,” says Keith Wachtel, NHL chief business officer and senior executive vice president. “BetMGM and FanDuel were our first sports betting partners in the US, and we’re thrilled to expand our partnerships with both of these leaders in the sportsbook and mobile betting marketplace as we begin our transformative entry into this space in Canada and engage our avid Canadian fan base. ”
“We are delighted to expand our partnership with the NHL to include all of North America as our business grows into Canada with the launch of the Ontario market,” he says Amy Howe, CEO of FanDuel Group. “This partnership has allowed the NHL and FanDuel to collaborate and become true innovators in sports betting with initiatives like the NHL Network’s first-ever Odds Ticker and custom NHL sports betting content for social media.”
Adam Greenblatt, BetMGM CEO, says, “Our existing partnership with the NHL accelerated our ability to reach hockey fans and has allowed us to deliver an enhanced hockey wagering product. Expanding our partnership with the NHL throughout North America, aligned with our recent launch in Ontario, puts us in a great position for long-term success in Canada. We’re excited to further our relationship with the NHL including incorporating some of its all-time greats from Wayne Gretzky to Connor McDavid into our brand marketing. ”
FanDuel’s partnership extension with the NHL will focus on driving engagement with its Daily Fantasy offerings in the United States and Sports Betting offerings in the United States and Ontario by leveraging the NHL’s most prominent camera visible assets across its calendar of regular season tentpole events, as well as the Stanley Cup Playoffs. FanDuel will further utilize a portfolio of turnkey, event hospitality assets to drive deeper engagement with its customers.
As an Official Sports Betting Partner of the NHL, BetMGM will build off its success in the US by furthering efforts across custom content, media and email marketing programs in Canada. The extension will also see BetMGM utilize the NHL to produce premium experiences exclusive to customers in Canada.
Consistent with the NHL’s own responsible gambling initiatives like “Have a Game Plan, Bet Responsibly,” FanDuel and BetMGM share the League’s priority of encouraging responsible gaming activity.
As the # 1 mobile gaming operator, FanDuel believes it is critical to lead from the front on responsible gambling (RG) and safer play. In keeping with FanDuel Group’s reputation in North America for responsible gaming, safer play will be at the forefront of FanDuel’s entry into Canada. FanDuel will utilize their “Play Well” approach to make sure no wager placed on any platform results in hurting a loved one. For more information on FanDuel Group and the commitment to responsible play in Canada please visit https://www.fanduel.com/rg/canada and in the United States please visit www.FanDuel.com/playwell.
Along with the NHL, BetMGM is an official partner of the American Gaming Association’s Have A Game Plan. Bet Responsibly. public service campaign to educate new and seasoned bettors on responsible sports wagering. Have A Game Plan aims to promote responsible sports wagering to new consumers and seasoned bettors. Additionally, BetMGM is dedicated to GameSense. GameSense is an industry-leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation (BCLC), focusing on positive, transparent and proactive conversations with customers and guests about how to gamble responsibly.