DraftKings Becomes Exclusive Betting Sponsor of NHL on Prime
Canada.- 1 October 2026 | www.zonadeazar.com DraftKings has been named the exclusive Sportsbook and Online Casino Integration sponsor of NHL on Prime for the 2026-27 season.
The agreement with Prime Video will integrate the brand throughout Wednesday Night Hockey broadcasts and selected Stanley Cup playoff coverage.
Integration Across Broadcasts
DraftKings will receive branded exposure across several parts of the viewing experience.
Integrations will include:
- Pregame segments.
- Intermission features.
- In-broadcast sponsorship moments.
- Branding tied to major game events.
- Score-clock integrations.
The objective is to maintain visibility throughout live coverage.
Wednesday Night Hockey
The agreement covers Wednesday Night Hockey throughout the 2026-27 NHL season.
NHL on Prime provides exclusive national NHL games in Canada through Prime Video.
The broadcasts are available to Prime members at no additional cost.
Stanley Cup Playoff Coverage
The partnership will also extend into selected Stanley Cup playoff broadcasts.
Prime Video will carry two First Round series and one Second Round series.
DraftKings will be integrated into that selected postseason coverage.
Canadian Strategy
The agreement strengthens DraftKings’ position in Canada.
The company currently operates regulated Sportsbook and Casino products in Ontario and has also launched in Alberta.
The Prime Video partnership gives DraftKings another way to reach hockey audiences in jurisdictions where it already operates.
Statements
DraftKings Chief Marketing Officer Stephanie Sherman said Canada remains an important part of the company’s growth strategy.
She said NHL on Prime provides an opportunity to create more engaging experiences around the games and moments hockey fans care about most.
Streaming and Engagement
Amazon Ads believes live sport creates particularly strong levels of viewer attention and engagement.
Christopher Walton, Head of Streaming Video Sales at Amazon Ads Canada, said live sports streaming reduces channel switching and creates stronger opportunities for integrated commercial experiences.
In-Game Integration
The partnership goes beyond conventional commercial breaks.
DraftKings branding will also appear during moments connected directly to live game action.
This is designed to create a more natural connection between sports content, advertising and betting.
Season Launch
Wednesday Night Hockey coverage began on 30 September with the Toronto Maple Leafs facing the New York Islanders.
The 2026-27 schedule features Canadian teams in every NHL on Prime matchup.
Industry Context
Streaming platforms continue to increase their role in premium sports rights.
At the same time, betting operators are looking for deeper integrations within live digital content.
The DraftKings and Prime Video partnership reflects the continuing convergence of streaming, professional sport and wagering.
Next Steps or Impact
DraftKings will maintain a visible presence throughout the NHL on Prime regular-season schedule and selected playoff coverage.
The partnership is expected to strengthen brand exposure among Canadian hockey fans and deepen DraftKings’ integration with live sports content.
For Prime Video, the agreement adds a major betting partner to a growing portfolio of premium sports programming.
Editó: @fonta
