DraftKings has entered a new agreement with Prime Video that will make the company the exclusive sportsbook and online casino integration sponsor of NHL on Prime’s Wednesday Night Hockey broadcasts in Canada.

The partnership covers the 2026-27 NHL regular season and selected Stanley Cup playoff games. Prime Video’s Wednesday schedule begins September 30, when the Toronto Maple Leafs host the New York Islanders, and concludes April 7 with the Winnipeg Jets facing the Edmonton Oilers.

Each NHL on Prime matchup features a Canadian team, giving DraftKings a recurring presence throughout the broadcast schedule.

“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, in the company’s press release.

“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.”

DraftKings Branding Integrated Into NHL Broadcasts

The agreement gives DraftKings branded exposure across Prime Video’s NHL coverage in Canada. Its integrations will appear during pregame and intermission programming as well as during live action.

The sponsorship also includes placements connected to key moments during games and score clock elements that keep the DraftKings brand visible during live play. The arrangements were supported by Omnicom Agency.

“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. 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.”

The arrangement covers Wednesday Night Hockey throughout the season and extends to selected Stanley Cup playoff coverage in the spring.

Company Has Operations in Ontario and Alberta

The Prime Video partnership follows DraftKings’ expansion into Canada’s regulated iGaming markets.

The company launched in Ontario in May 2022, one month after the province opened its regulated iGaming market. DraftKings subsequently entered Alberta when its regulated market launched on July 13.

“This partnership is a win for DraftKings and for hockey fans across Canada,” said Kate Mateer, chief client officer at Touché!, an Omnicom Media agency that works with DraftKings.

“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.”

The partnership will place DraftKings branding across different parts of the Wednesday Night Hockey presentation rather than restricting the company to conventional commercial spots. The planned integrations cover pregame and intermission segments, selected moments during games and score clock placements.

With every NHL on Prime matchup featuring a Canadian team, the arrangement will give DraftKings repeated exposure during the 2026-27 campaign. The partnership will also continue into selected Stanley Cup playoff broadcasts.