FanDuel Group announced Wednesday it has entered into a multi-year partnership with the National Football League (NFL) as an official sportsbook partner in Canada, expanding the brand's existing U.S. alliance across North America. The announcement comes as FanDuel continues its growth in the recently launched Ontario market, "allowing Canadian football fans deeper engagement with their favorite sport."
As part of the expanded North American partnership, FanDuel will have rights to use official NFL and member club IP in a variety of ways to engage fans. The brand will also have rights to create NFL-themed free-to-play games and run NFL-themed campaigns, including opportunities for FanDuel users to win trips to NFL games including Super Bowl. FanDuel's advertising will feature prominently on NFL-operated digital platforms.
We are so excited to announce our partnership with the NFL and to bring football fans across Ontario more ways to enjoy the game! pic.twitter.com/BvyG8FQub3— FanDuel Canada (@FanDuelCanada) June 29, 2022
Dale Hooper, General Manager, FanDuel Canada, spoke about this alliance and said: "We're thrilled to extend our partnership with the NFL to Canada. Ontario sports fans are passionate about American football, and this collaborative effort will bring them more ways to enjoy the sport with friends and family in a fun and responsible way."
Gavin Kemp, Director of Corporate Partnerships, NFL Canada, added: "With the FanDuel partnership in Canada we are able to provide fans with unique and entertaining experiences that will continue to drive high engagement for both organizations. FanDuel is an established global leader in the gaming space and we are excited to bring Canadian NFL fans even closer to the game."
FanDuel Group will build upon its partnership with TSN, the exclusive television broadcast partner of the NFL in Canada, to create a unique experience for fans interacting with NFL-themed content across multiple TSN and NFL platforms. FanDuel's betting experiences will be seamlessly integrated within TSN storytelling "to provide viewers with an innovative perspective on the leading NFL stories of each week."
The company has been closing a series of Canada-oriented deals as of late. In April, FanDuel expanded its existing partnership with NHL into that jurisdiction. Around that time, the brand also signed a major partnership deal with Maple Leaf Sports & Entertainment (MLSE), the largest sports and entertainment company in Canada.