DraftKings named official sports betting partner of NHL
Online operator also becomes exclusive sportsbook for Turner Sports’ NHL coverage
DraftKings has joined forces with the NHL in a wide-ranging partnership, becoming the official sports betting, daily fantasy sports (DFS), and igaming partner of the league in the US.
The announcement coincides with the start of the 2021-22 NHL season.
DraftKings also reached a similar agreement with Turner Sports, which has a media-rights deal with the NHL through 2027-28.
As part of the tie-in, the online operator becomes the exclusive sportsbook and DFS provider of NHL coverage on TNT and TBS, as well as Turner Sports-owned Bleacher Report.
“The NHL has some of the most passionate fans in all of sports and we are delighted to be working with the league once again, while developing a rich and engaging viewership and content experience that matches this fan base’s enthusiasm through our deal with Turner,” said DraftKings CEO Jason Robins.
As part of the deal, DraftKings will have access to official NHL marks and logos, and will collaborate with the league on an array of special sweepstakes and promotional initiatives.
The initiatives will extend to the league’s digital platforms and span the regular season, NHL All-Star Weekend and the Stanley Cup Playoffs.
“As we embark on what promises to be a thrilling 2021-22 NHL season, our partnership with DraftKings, as well as with Turner Sports, will provide for new and exciting experiences to deepen our fan engagement,” said NHL chief business officer Keith Wachtel.
“We’re proud to welcome back DraftKings to the NHL family, and look forward to collaborating together with Turner Sports – one of our valued media partners – to develop unique and exciting content for our fans.”
Hockey fans tuning into Turner Sports’ inaugural run of NHL telecasts and studio coverage will find a variety of DraftKings integrations, including betting odds and DFS statistics aimed at enhancing and complementing the viewing experience.
DraftKings will also have a strong presence across Bleacher Report’s digital channels and B/R Betting, purveying sports betting information, original content, and personalized automated alerts.
Long known for its award-winning NBA coverage, Turner Sports entered into a seven-year multimedia rights agreement with the NHL in April.
In addition to a 50-game regular-season package in 2021-22, TNT will have exclusive rights to half of the Stanley Cup Playoffs throughout each year of the deal, as well as three Stanley Cup Finals.