FanDuel and The Sports Network Join Forces in Canada
Legal sports betting north of the border has become a whole new ball game in recent weeks. As Canada’s most populated province, Ontario’s official launch of legal commercial sports betting has sent shock waves across the North American market.
Previously limited to a provincial-owned lottery corporation, commercial sportsbook and iGaming operators are now live across Ontario. The collection of approved operators is rather diverse. However, one very familiar name at the top of the list is FanDuel.
Owned by UK-based Flutter Entertainment, FanDuel has grown to become the biggest legal sportsbook operator in the US in terms of market share. As part of the company’s expansion plans, it hopes to make a major impact in Canada starting with Ontario.
Adding to an existing collection of strategic partnerships with multiple US media companies, FanDuel has come to terms with Canada’s The Sports Network. Better known as TSN, this new sponsorship agreement is a multi-year deal.
FanDuel will become the official sportsbook partner of TSN. The company’s primary goal is to promote its legal sports betting products to Canadian sports bettors were available. Much of the focus will be on the Ontario market. However, the agreement with TSN covers all of Canada.
A big part of this unique collaboration will include multiple integrations across existing TSN platforms. This list includes in-game broadcasts, mobile apps, digital marketing properties and co-branded promotions.
TSN will help to promote key FanDuel gaming assets such as same-game parlay wagers, online casino games and various online free-to-play gaming options.
FanDuel Canada’s general manager is Dale Hooper. Addressing the new partnership, he was recently quoted as saying:
Bringing our industry leading sportsbook platform to Canada is a watershed moment for FanDuel. Partnering with Canada’s most iconic and trusted media company was integral to our strategy of delivering gaming content to passionate Canadian sports fans in the most entertaining and responsible way possible.Dale Hooper, FanDuel Canada GM
Also voicing his thoughts on the new agreement was Stewart Johnston as senior vice president at TSN. He stated:
FanDuel is the undisputed leader in sports betting and with the launch of sports betting in Canada they were the clear choice for us as a sportsbook partner.Stewart Johnston, SVP at The Sports Network
Johnston went on to add:
FanDuel delivers an entertaining, customer-centric, responsible gaming experience with attractive odds that Canadian sports fans will want to engage with and we believe that combining their sportsbook with our expansive portfolio of live sports properties will not only deliver the exciting content that our passionate fan base demands but will provide new opportunities to expand the TSN brand.
The first big home-grown opportunity for this partnership will be the start of the 2022 Canadian Football Season in June. Two of the league’s nine teams are based in Ontario. Both the Toronto Argonauts and Hamilton Tiger-Cats play in the CFL’s East Division.
Written by Dave Schwab, our US sports betting industry expert.
The featured image for this post was sourced on Getty Images.
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