DraftKings Inc has agreed to become an official sports betting, DFS and igaming partner of the US National Hockey League (NHL) this week.
To complement the deal, the firm has also reached an agreement with Turner Sports, including Bleacher Report, to be the exclusive sportsbook and daily fantasy sports provider for their coverage of the NHL.
Under the terms of this latest collaboration, DraftKings will be granted access to NHL assets including the use of official marks and logos, as well as themed sweepstakes and enhanced promotional efforts both during the regular season, NHL All-Star Weekend and throughout the Stanley Cup Playoffs and Stanley Cup Final.
The company will also have the opportunity for a variety of content integrations across the league’s digital and linear media platforms.
Jason Robins, CEO, Chairman and Co-founder, DraftKings, commented: “The NHL has some of the most passionate fans in all of sports and we are delighted to be working with the league once again, while developing a rich and engaging viewership and content experience that matches this fanbases’ enthusiasm through our deal with Turner.
“Over the years DraftKings has become a brand synonymous with sports, with a fan-first approach through real-money gaming options, and we look forward to collaborating with the NHL alongside Turner Sports and Bleacher Report to provide hockey fans with what’s next in sports.”
Keith Wachtel, NHL Chief Business Officer and Senior Executive VP, added: “As we embark on what promises to be a thrilling 2021-22 NHL season, our partnership with DraftKings, as well as with Turner Sports, will provide for new and exciting experiences to deepen our fan engagement.
“We’re proud to welcome back DraftKings to the NHL family, and look forward to collaborating together with Turner Sports – one of our valued media partners – to develop unique and exciting content for our fans.”
The partnership will also see DraftKings provide sports betting information and daily fantasy content across Turner Sports telecasts and Bleacher Report digital channels including the B/R app.
Planned integrations include DraftKings’ betting odds and daily fantasy statistics, original content, personalized automated alerts and editorial across B/R channels including the B/R Betting vertical.
Turner Sports entered into a multimedia rights agreement with the NHL in April, bringing the Stanley Cup Final and Stanley Cup Playoffs to TNT for the first time, with the inaugural campaign including a 50-game regular season schedule.
The agreement is highlighted by TNT crowning a champion through its exclusive live coverage of the Stanley Cup Final in three of the next seven years and half of the Stanley Cup Playoffs each year (half of the Conference Finals, along with First and Second Round games).
“Turner Sports and Bleacher Report have become the home of innovative sports betting content and integrations across all our channels,” said Raphael Poplock, SVP of Strategic Partnerships, Business Development and Content Acquisitions.
“Our agreement with DraftKings expands and strengthens our relationship, allowing us to further serve fans with the type of sports betting information, entertainment and quick-resolving betting options that we have pioneered.”