FanDuel Group has expanded its existing partnership with the National Football League (NFL) across North America, becoming the NFL’s official sportsbook partner in Canada.
Under the terms of the agreement, FanDuel will be able to use official NFL and member club IP to engage with fans. It will also be able to create NFL-themed free-to-play games and run NFL-themed campaigns, such as opportunities for FanDuel users to win trips to NFL games.
The sportsbook’s advertising will also be featured prominently on NFL-operated digital platforms, including nfl.com.
“We’re thrilled to extend our partnership with the NFL to Canada,” commented Dale Hooper, General Manager, FanDuel 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.”
Since the Ontario online sports betting market launched at the beginning of April, FanDuel has built up its presence in Canada.
The sportsbook recently entered into a strategic partnership with Canada pro-sport’s Maple Leaf Sports & Entertainment (MLSE), becoming an official sports betting and gaming partner of MLSE teams.
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.”
The new deal with the NFL will also see FanDuel build upon its existing partnership with TSN, as the brand’s sports betting experience will now be seamlessly integrated within TSN programming to provide viewers with an “innovative perspective” on leading NFL stories.
In support of the NFL’s commitment to protecting the integrity of the game and its fans, FanDuel will adhere to the NFL’s core integrity policies, collaborate with the league on intelligence sharing, and use its official data.
Consistent with the NFL’s responsible gambling initiatives, and with its own responsible gaming reputation in North America, FanDuel will place safer play at the forefront of its entry into Canada, utilizing its “Play Well” approach.