DraftKings Becomes Exclusive NHL on Prime Sportsbook and Casino Sponsor

DraftKings Inc. announced on September 28, 2026, an agreement with Prime Video that makes the operator the exclusive Sportsbook and Online Casino Integration sponsor of NHL on Prime, with integrations on Wednesday Night Hockey throughout the 2026-27 NHL season and select Stanley Cup playoff coverage on the streaming service.

The announcement, datelined Toronto, said the exclusive sponsorship expands DraftKings’ presence in Canada throughout the NHL season. The deal was supported by Omnicom Agency.

Branded Integrations Across the Broadcast

The agreement gives DraftKings exclusive branded integrations spanning pregame coverage, live game action and intermission segments during Wednesday Night Hockey. The integrations will include branded pregame and intermission features, in-broadcast sponsorship moments tied to key game events, and score clock elements that keep the DraftKings brand present throughout live play. The company said the placements are designed to complement the viewing experience for hockey fans in Canada.

Stephanie Sherman, Chief Marketing Officer at DraftKings, pointed to the Canadian audience in announcing the agreement. “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,” Sherman said. “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.”

Kate Mateer, Chief Client Officer at Touché!, said the partnership is a win for DraftKings and for hockey fans across Canada. She said integrating DraftKings into the live game experience produced something natural and relevant for audiences, and described it as the kind of strategic opportunity her team likes to help clients deliver.

“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.

Walton said live sports streaming removes channel surfing and keeps audiences engaged because viewers do not want to miss live action. He said DraftKings recognized that opportunity, and the companies will connect with hockey fans in Canada through integrated experiences in-game, in-intermission and in commercial time.

The NHL on Prime Property

NHL on Prime features exclusive national NHL games in Canada throughout the regular season, along with two First Round playoff series and one Second Round series. The 2026-27 schedule includes Canadian teams in every matchup, with games available exclusively on Prime Video at no additional cost to Prime members.

According to the official NHL on Prime press page, Prime Video is the exclusive home of Wednesday Night Hockey and select Stanley Cup Playoff series in Canada beginning with the 2026-27 season and continuing through 2037-38, with coverage in both English and French. The page lists a launch date of September 30, 2026, availability in Canada, and production by Prime Video Sports.

The page also documents the property’s earlier milestones. On July 28, 2026, Rogers and Prime Video announced a 12-year sublicensing agreement for NHL rights in Canada, under which Prime Video becomes the exclusive long-term home of regular-season Wednesday Night Hockey in Canada and select early-round Stanley Cup Playoff series in English and French. On September 3, 2026, NHL on Prime unveiled the 2026-27 Wednesday Night Hockey schedule, with 27 national regular-season games plus select Stanley Cup Playoff series, all available at no extra cost to Canadian Prime members. Prime Video announced its on-air roster for the property on September 28, 2026, the same day as the DraftKings agreement.

DraftKings in Ontario and Alberta

DraftKings is available in both Ontario and Alberta, where customers can access the operator’s regulated Sportsbook and Casino platforms. The company said it aims to inform customers about and encourage the use of tools such as deposit limits, cool-off periods and self-exclusion, describing those resources as designed to help people understand their activity on DraftKings and highlight ways to help make the best choices for their entertainment.

Wednesday Night Hockey coverage begins September 30, 2026, at 7 p.m. ET on Prime Video, as the Toronto Maple Leafs take on the New York Islanders.