DraftKings Extends NFL Partnership into Canadian Market
February 6, 2021
The National Football League and DraftKings Inc. have expanded their exclusive daily fantasy sports (DFS) partnership into Canada.
The existing deal signed in September 2019 was limited to the United States as an exclusive collaboration between the two parties. The new arrangement will see that sponsorship deal extended to Canadian fans.
DraftKings has been the exclusive sponsor of the NFL's DFS since entering into the partnership in 2019. This deal allows the company to access NFL branding and collaborations on product and content offerings across the DraftKings app and NFL Media properties.
The deal is notable for its timing, coming as sports betting legislaton continues to be debated with promise in Canadian parliament.
"The popularity of Daily Fantasy in Canada continues to rise, providing a great point of connectivity for our fans to engage with the NFL," NFL Canada director of corporate partnerships Gavin Kemp said. "As the official daily fantasy partner of the NFL in Canada, this partnership with DraftKings will enhance the Canadian fan’s experience with unique and innovative gaming experiences."
DraftKings’ chief business officer Ezra Kucharz added: "This expanded agreement gives us a unique opportunity in the Canadian market, and we look forward to working with the team at the NFL Canada as we continue to shape the modern fan experience."
Daily fantasy sports is growing in popularity in North America, having exploded in recent years in the U.S.
This deal could give DraftKings a strong potential entry into the Canadian market and access to a large base of DFS users before sports betting is legalized in the country. If DraftKings can gain a large pool of daily fantasy users, it could cross-promote its sports betting if and when Canada legalizes single-event wagering.