Leading online gaming operator FanDuel has reached what the companies call a “first-of-its-kind” multi-year agreement with TSN to introduce its leading sportsbook to Canadian sports fans.

A news release explains that FanDuel will be the official sportsbook partner for TSN, starting first in the regulated Ontario market, which opened on April 4 and in which FanDuel is one of the first licensed private operators. The deal will provide an opportunity for FanDuel to undergo scaled expansion into other Canadian provinces and territories pending regulation.

Specifically, FanDuel will deliver its global expertise in mobile sportsbook and casino operations across TSN through original content and innovative digital products. The FanDuel Sportsbook will be the exclusive provider of sports odds across TSN programming and will have multiple “deep and meaningful integrations” across TSN platforms, including in-game broadcasts, digital marketing, mobile apps and co-branding opportunities.

TSN will also highlight a variety of FanDuel’s online gaming formats, notably its Same Game Parlay™ bets, as well as its leading casino platform and free-to-play games.

“Bringing our industry-leading sportsbook platform to Canada is a watershed moment for FanDuel,” said Dale Hooper, General Manager, FanDuel Canada. “Partnering with Canada’s most iconic and trusted media company was integral to our strategy of delivering gaming content to passionate Canadian sports fans in the most entertaining and responsible way possible.”

“FanDuel is the undisputed leader in sports betting, and with the launch of sports betting in Canada they were the clear choice for us as a sportsbook partner,” said Stewart Johnston, Senior Vice-President, TSN. “FanDuel delivers an entertaining, customer-centric, responsible gaming experience with attractive odds that Canadian sports fans will want to engage with and we believe that combining their sportsbook with our expansive portfolio of live sports properties will not only deliver the exciting content that our passionate fan base demands but will provide new opportunities to expand the TSN brand.”

FanDuel and TSN, two giants of their industries, are just the latest example of the kind of collaborations that are occurring between gaming operators and media in Canada as the country’s sports betting market continues to undergo a facelift. Online betting operators are prohibited from enticing customers with advertisements of sign-up offers and bonuses, and are instead focusing on partnering with big names.

Late last week, for example, sports betting information and news website Covers and Canadian media giant Postmedia announced a content partnership around sports betting. Meanwhile, in another example, Torstar partner NorthStar Gaming has signed up veteran Canadian sports broadcaster Rod Black to be an ambassador.