DraftKings targets Canada in NFL expansion deal
Operator to build on September 2019 agreement in move geared towards emerging sports betting market
DraftKings has signed an extension to its exclusive sponsorship deal with the NFL and expanded the agreement into the Canadian market.
Under the prior arrangement, which was signed in September 2019, DraftKings served as the sole sponsor of the NFL’s daily fantasy sports (DFS) category, as well as being allowed to use NFL branding and content on its products.
The partners also agreed to collaborate on product and content opportunities across the DraftKings app and the NFL’s existing media channels.
This agreement was previously limited to the US, but will now include Canada, which has expressed a desire to regulate online sports betting.
“The relationship we share with the NFL is important for DraftKings to provide customers with a great experience,” DraftKings chief business officer Ezra Kucharz said.
“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,” he added.
In November, Canadian legislators introduced a bill to decriminalise single-event sports betting (SEB), potentially giving provincial governments the power to legislate online wagering in their jurisdictions.
“The popularity of DFS 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 DFS partner of the NFL in Canada, this partnership with DraftKings will enhance the Canadian fan’s experience with unique and innovative gaming experiences,” Kemp added.