NHL Inks Deals After Ontario Changes Sports Betting Laws

    • On April 4, Ontario announced it would allow several new forms of sports betting.
    • As a result, the NHL expanded partnerships with FanDuel and BetMGM to operate in Canada.

On April 4, Ontario announced it would allow several new forms of sports betting after a federal law officially lifted the ban in June 2021. 

The province consists of more than 14 million people, and CBC projects that it could rake in a projected $800 million in revenue.

The NHL didn’t waste any time taking advantage of the new opportunity, either. On Thursday, the league announced two of its current sports betting partners, FanDuel and BetMGM, have extended their services to Canada. 

  • The deals make the two companies the NHL’s first “North American sports betting partners.”
  • They will include signage, in-person activations, and “custom content” on NHL media.

Keith Wachtel, NHL chief business officer and senior executive vice president, called Canada’s new sports betting landscape “a tremendous opportunity to further fan engagement and continue our progressive approach with the sports gaming industry.”

“Multiple” sportsbooks set up shop in Ontario on April 4, according to CBC. Previously, only parlay bets and horse racing wagers were allowed in the area.

Players Cashing In

The NHL isn’t alone in benefiting from Ontario’s new betting regulations. 

The Toronto Maple Leafs’ Auston Matthews and Edmonton Oilers’ Connor McDavid have inked deals with Bet99 and BetMGM, respectively. Wayne Gretzky also promotes BetMGM.