FanDuel and PointsBet Both Reach Partnership Deals with Maple Leaf Sports

The commercial online sports betting market in Ontario launched a few days ago on April 4. And, as a result, commercial sportsbook operators are looking to position themselves as best as they can to conquer their shares of the market. So, it is no surprise that multiple deals have been cropping up in the past couple weeks with that goal in mind.

Two major sportsbook operators have recently made deals with major professional sports organizations in Ontario. A few days ago, FanDuel Sportsbook released the news that they had made a partnership as an official sports betting partner of Maple Leaf Sports & Entertainment. Around that same time, PointsBet announced they too had reached an official sports betting partnership with Maple Leaf Sports & Entertainment as well.

These partnerships will give both companies the ability to integrate with various Ontario major league sports teams. These teams include: Toronto FC (Major League Soccer), Toronto Maple Leafs (National Hockey League), Toronto Raptors (National Basketball Association), and Toronto Argonauts (Canadian Football League).

The General Manager of FanDuel Canada, Dale Hooper, expressed the company’s excitement for the deal. He indicated that the partnership is part of FanDuel Canada’s strategy to reach Canadian sports fans.

This deal represents the first North American partnership for Flutter Entertainment, which consists of FanDuel, Sky Betting & Gaming, Sportsbet, PokerStars, Paddy Power, Betfair, Adjarabet, TVG and Junglee Games, that encompasses two of its brands. This is because PokerStars has also made a deal to be an official gaming partner of Maple Leaf Sports & Entertainment.

This deal means that both FanDuel and PokerStars will be able to use team marks for Maple Leaf Sports & Entertainment teams in their marketing endeavors. Conversely, the venues for Maple Leaf Sports & Entertainment teams will also be displaying signage for PokerStars, PokerStars Casino, and FanDuel. The companies will also be able to collaborate on future marketing campaigns.

The SVP of Global Partnerships for Maple Leaf Sports & Entertainment, Jordan Vader, indicated the company’s enthusiasm for the deal. FanDuel has already gone live in the commercial Ontario sports betting market. However, PokerStars has yet to launch in the province’s new market. But, PokerStars should be launching after the operator is bestowed a license from the Alcohol and Gaming Commission of Ontario.

FanDuel already has existing partnerships with other Canada sports betting brands. Earlier this month, FanDuel started a big deal with The Sports Network, a major Canadian sports network. FanDuel is now the exclusive provider of odds for TSN’s websites, radio, programming, and mobile apps.

In addition, a couple weeks ago, the NHL expanded its current partnerships with FanDuel and BetMGM to include Canada. 

PointsBet will also be receiving some of the same benefits through its deal with Maple Leafs Sports & Entertainment as FanDuel. This includes digital assets and signage in team venues.

The CEO of PointsBet Canada, Scott Vanderwel, indicated the enormity of the deal when it comes to the future of the company. The in with the major sports teams in the country will be very advantageous for the company’s prospects in Canada moving forward.

PointsBet also has other major partnerships with Canadian brands. This includes a deal with Curling Canada as well as a partnership with the Ottawa Redblacks in the Canadian Football League.

It will be very telling to see if these partnerships pay off revenue-wise when it comes to who leads the pack of commercial sportsbooks in the Ontario expanded market.

Written by Allie Nelson, our US Sports Betting Industry Expert.