Hockey fans watching NHL on Prime this season will see a lot of DraftKings. The company announced on 28 September 2026 that it is the exclusive sportsbook and online casino integration sponsor of Prime Video’s Wednesday Night Hockey in Canada for the 2026-27 regular season, with select Stanley Cup playoff coverage included.
What the deal covers
According to DraftKings, the sponsorship includes branded pregame and intermission features, sponsored moments tied to key events in the game, and DraftKings branding on the score clock during live play. The release does not mention on-screen betting odds, and no financial terms were disclosed.
NHL on Prime carries exclusive national Wednesday games in Canada, every one involving a Canadian team, plus two first-round playoff series and one second-round series. The season opened on 30 September with the Maple Leafs against the Islanders. DraftKings’ regulated sportsbook and casino are available in Ontario and, since July 2026, Alberta.
“Canada remains an important part of DraftKings’ continued growth,” said Stephanie Sherman, the company’s chief marketing officer.
What Ontario’s rules allow
Gambling ads during hockey broadcasts are not new, but Ontario has tightened what they can contain. Since 28 February 2024, the AGCO’s standards have banned active and retired athletes from igaming advertising, except in messages about responsible gambling, along with celebrities and influencers likely to appeal to minors. Ads for bonuses, free bets and boosted odds have been off-limits in public advertising since the market opened in 2022; those offers can only appear on the operator’s own site or app, or in messages to players who have opted in.
Brand sponsorships like this one fit inside those rules. Guidance issued before the athlete ban took effect made clear it does not stop game footage, logos or team sponsorships, which is why the DraftKings name can sit on the score clock while a Leafs player cannot appear in its ads.
DraftKings has run into Ontario’s ad rules before. In June 2022, the AGCO fined its Ontario operator, Crown DK CAN Ltd., $100,000 for broadcasting inducements, including boosted 2:1 odds, on television and social media in the market’s early weeks.
More rules may be coming
The debate over gambling ads during sports has not gone away. A federal bill, S-211, which would create a national framework for sports betting advertising, passed second reading in the House of Commons in April 2026 and is waiting at committee. An Ontario private member’s bill that would have banned nearly all online gambling ads was defeated in May.
For viewers, the practical point is simple: a sponsor’s logo on screen is not a recommendation. DraftKings is a regulated operator in Ontario, and our DraftKings Casino review covers its cashier rules, apps and limits in detail.
Sources: DraftKings · AGCO · Parliament of Canada · Legislative Assembly of Ontario
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