Broadcast integration and partnership scope
DraftKings has become the exclusive Sportsbook and Online Casino Integration sponsor of NHL on Prime under a new agreement with Prime Video. The partnership covers Wednesday Night Hockey during the 2026–27 NHL season, alongside selected Stanley Cup playoff coverage available through the streaming platform. Supported by Omnicom Agency, the arrangement provides DraftKings with exclusive branded integrations across pregame coverage, live games, and intermission segments.
The activations include branded pregame and intermission features, sponsorship placements linked to major events during games, and score clock elements featuring the DraftKings brand. Every matchup on the 2026–27 schedule features a Canadian team, with games available exclusively through Prime Video at no additional cost to Prime members. Wednesday Night Hockey coverage commenced on September 30, 2026, with the Toronto Maple Leafs facing the New York Islanders.
Executive commentary and strategic vision
Detailing the commercial objectives behind the agreement, Stephanie Sherman, Chief Marketing Officer at DraftKings, stated:
“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.”
Christopher Walton, Head of Streaming Video Sales at Amazon Ads Canada, added:
“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn. 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.”
Kate Mateer, Chief Client Officer at Touché!, also commented:
“This partnership is a win for DraftKings and for hockey fans across Canada. By integrating DraftKings into the live game experience, we’ve created something that feels natural, relevant, and genuinely exciting for audiences.”
