Flutter Entertainment has entered a strategic partnership with Canada pro-sport’s Maple Leaf Sports & Entertainment (MLSE) through its FanDuel and PokerStars brands.
The deal will see FanDuel and PokerStars become the official sports betting and gaming partners of MLSE teams.
FanDuel Sportsbook, PokerStars Casino, and PokerStars will be featured prominently during Toronto Maple Leafs and Toronto Raptors games including rink board and on-court signage. The operators will also be able to use MLSE team marks in advertising and marketing
As part of the partnership, FanDuel and PokerStars will collaborate on marketing integrations with all of MLSE’s teams, including the Maple Leafs, Raptors, Toronto FC, Toronto Argonauts, and Toronto Marlies.
Jordan Vader, Senior Vice President of Global Partnerships at MLSE, commented: “We are thrilled to partner with Flutter Entertainment, a global leader and one of the most trusted operators in the sports betting industry.
“As the online gaming markets open in Ontario, we have worked hard to find partners who aligned with both our vision for innovation, and our values including a shared commitment to responsible gaming. We look forward to working with Flutter and providing a platform for them to engage with the millions of 19+ Ontario residents who are fans of our teams.”
FanDuel launched its sportsbook in Ontario when the province’s online sports betting and igaming market went live on April 4. Meanwhile, PokerStars’ launch in the province is subject to successful registration by the Alcohol and Gaming Commission of Ontario and execution of an operating agreement with iGaming Ontario.
“The Maple Leafs, Raptors, and Toronto FC are pioneering franchises and major pillars in Canadian sports culture,” stated Dale Hooper, General Manager of FanDuel Canada.
“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.”
Tom Warren, PokerStars’ Marketing Director, added: “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.
“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.”