FanDuel looks to Canadian gains with new NFL partnership
US sportsbook market leader inks multi-year expanded agreement to new markets including Ontario
FanDuel has entered into an expanded multi-year partnership with the NFL to become the league’s official sportsbook partner in the Canadian sportsbook market.
Under the terms of the expanded partnership, which broadly mirrors that signed in the US market, FanDuel will gain the rights to use official NFL and member club intellectual property in its Canadian sportsbook.
FanDuel will also have rights to create NFL-themed free-to-play games and campaigns, inclusive of fan experiences, while FanDuel’s advertising will feature prominently on NFL-operated digital platforms, including nfl.com.
FanDuel was among the first three operators to sign marketing-led deals with the NFL in April 2021 on a five-year basis, with the deal worth an estimated $200,000 per year. Precise terms of the new expanded deal were not revealed by FanDuel.
“We’re thrilled to extend our partnership with the NFL to Canada,” FanDuel general manager Dale Cooper said.
“Ontario sports fans are passionate about American football, and this collaborative effort will bring them more ways to enjoy the sport with friends and family in a fun and responsible way,” he added.
FanDuel has operated in Ontario since its launch on April 4, and the Flutter-owned brand has agreed a number of partnerships geared around the further exploitation of the nascent market.
The operator currently serves as official sportsbook partner for Canadian sports broadcaster The Sports Network (TSN) and agreed a Canada-facing partnership with the NHL in April.
TSN is the current exclusive television broadcast partner of the NFL in Canada, and the new deal includes a number of broadcast-related integrations.
“With the FanDuel partnership in Canada, we are able to provide fans with unique and entertaining experiences that will continue to drive high engagement for both organizations,” NFL director of corporate partnerships Gavin Kemp said.
“FanDuel is an established global leader in the gaming space and we are excited to bring Canadian NFL fans even closer to the game,” he added.
FanDuel’s parent company, Flutter, also has a partnership with Maple Leaf Sports & Entertainment (MLSE), a partnership covering both the FanDuel and PokerStars brands.