DraftKings Inc. (Nasdaq: DKNG) today announced an agreement with Prime Video that will make DraftKings the exclusive Sportsbook and Online Casino Integration sponsor of NHL on Prime. This includes integrations on Wednesday Night Hockey throughout the 2026-27 NHL season, plus select Stanley Cup playoff coverage on Prime Video.

“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,” said Stephanie Sherman, Chief Marketing Officer at DraftKings. “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.”

The deal, which was supported by Omnicom Agency, gives DraftKings exclusive branded integrations spanning pregame coverage, live game action and intermission segments during Wednesday Night Hockey. These integrations will include branded pregame and intermission features, in-broadcast sponsorship moments tied to key game events, and score clock elements that keep the DraftKings brand present throughout live play — all designed to complement the viewing experience for hockey fans in Canada.

“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn,” said Christopher Walton, Head of Streaming Video Sales at Amazon Ads Canada. “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. DraftKings recognized this opportunity, and together, we’re connecting with the most passionate fans in Canada through innovative, integrated experiences in-game, in-intermission and in commercial time.”

NHL on Prime features exclusive national NHL games in Canada throughout the regular season, as well as two First Round playoff series and one Second Round series. The 2026-27 schedule includes Canadian teams in every matchup, exclusively available on Prime Video at no additional cost to Prime members.

“This partnership is a win for DraftKings and for hockey fans across Canada,” said Kate Mateer, Chief Client Officer at Touché! “By integrating DraftKings into the live game experience, we’ve created something that feels natural, relevant, and genuinely exciting for audiences. It’s exactly the kind of strategic opportunity we love helping our clients bring to life.”

DraftKings is available in both Ontario and Alberta, where customers can access DraftKings’ regulated Sportsbook and Casino platforms. DraftKings aims to inform customers about and encourage the use of tools such as deposit limits, cool-off periods and self-exclusion. These resources are designed to help people understand their activity on DraftKings and highlight ways to help make the best choices for their entertainment.

Wednesday Night Hockey coverage begins September 30, 2026, at 7 p.m. ET on Prime Video as the Toronto Maple Leafs take on the New York Islanders. For more information about Wednesday Night Hockey, visit here and for additional information about DraftKings, visit here.