Maple Leaf Sports & Entertainment (MLSE), the owner of the Toronto Raptors, Toronto Maple Leafs, Toronto FC, and Toronto Argonauts sports franchises, has struck a combined deal with FanDuel and PokerStars, which are both owned by Flutter Entertainment.
The deal will make FanDuel the official sports betting partner of MLSE, while PokerStars will be designated as an official gaming partner of the company, pending successful registration with the Alcohol and Gaming Commission of Ontario (AGCO).
FanDuel Sportsbook, PokerStars Casino, and PokerStars will all be featured prominently throughout Toronto Maple Leafs and Toronto Raptors games, including rink-board and on-court signage. The partnership will also allow FanDuel and PokerStars to collaborate on marketing integrations with all of MLSE’s teams.
“The Maple Leafs, Raptors, and Toronto FC are pioneering franchises and major pillars in Canadian sports culture,” said Dale Hooper, general manager for FanDuel Canada, in the release. “As we bring FanDuel to Ontario, we want to collaborate with globally recognized enterprises like MLSE to bring unique content experiences to some of Canada’s most dedicated sports fans.”
FanDuel is already licensed and operational in Ontario and has announced deals with TSN and the NHL Canada. This deal with MLSE would also seem to signpost that PokerStars intends to achieve registration sooner rather than later.
“We have epic plans for our community in Canada, and are excitedly looking forward to creating some incredible experiences in our birth country, when we launch very soon,” Tom Warren, PokerStars marketing director, said. “Partnering with MLSE gives us the opportunity to reach passionate fans across Ontario with a wide remit of poker and casino, heighten experiences wherever we can, and be a part of some major winning moments.”
Meanwhile, in a separate partnership, MLSE has also joined forces with PointsBet, another sportsbook that is live in Ontario.
The multi-year agreement will see PointsBet become an official sports betting partner of the MLSE’s teams. PointsBet has already struck a host of deals with the likes of the Ottawa Redblacks Canadian Football League franchise, as well as organizations such as Curling Canada, the NHL Alumni Association, and Dailyfaceoff.com & The Nation Network.