DraftKings has expanded its Daily Fantasy Sports (DFS) deal with the NFL in Canada, in a deal which is likely to boost the operator’s consumer visibility ahead of legal sports betting in Canada.
This is not the first time the two brands have worked together. In September 2019, Draftkings was named as exclusive DFS sponsor of the National Football League – gaining access to NFL branding and content opportunities across the DraftKings owned media platforms and apps, and across NFL Media in the U.S.
“The relationship we share with the NFL is important for DraftKings to provide customers a great experience..This expanded agreement gives us a unique opportunity in the Canadian market. We look forward to working with the team at the NFL Canada as we continue to shape the modern fan experience” – Ezra Kucharz, chief business officer at DraftKings.
Of course daily fantasy sports is Popular in Canada, but no doubt access to a customer base interested in sportsbetting in Canada is a key tactical reason for the partnership.
Momentum for Legal Sports betting in Canada
The government in Canada has two bills in motion which would put an end to the federal ban on single-game sports wagering. The province of Ontario has indicated it intends to end its state monopoly on online gambling, paving the way for private operators to enter the market, offering more gambling opportunities to Canadians.
Just as DraftKings managed to acquire a large customer base and market share in the U.S via daily fantasty sports, it can gain a head-start in the Canada sports betting market.
Following reports of the deal, DraftKings stock rose more than 10 points.
Based in London, Natasha is a former sports journalist with experience working for some of the biggest athletes & brands in the world of sports and iGaming.