On the eve of a new National Hockey League (NHL) season, DraftKings Inc. announced a new partnership with NHL on Prime, becoming the exclusive sportsbook and online casino integration sponsor of Wednesday Night Hockey.

The deal covers the 2026-27 regular season games and select Stanley Cup playoff games.

The Prime Video broadcast schedule begins Wednesday night (Sept. 30) with the Toronto Maple Leafs hosting the New York Islanders, and runs through the NHL season to April 7, when the Winnipeg Jets face the Edmonton Oilers.

“Canada remains an important part of DraftKings’ continued growth, and this exclusive deal with Prime Video creates an exciting new way to connect with hockey fans throughout the season,” said Stephanie Sherman, chief marketing officer at DraftKings. 

“ NHL on Prime  brings together the sport’s most passionate audiences, and we look forward to creating engaging experiences around the games and moments fans care about most.”

The deal gives DraftKings exclusive brand exposure across Prime Video’s NHL broadcasts in Canada, including branded pregame and intermission features, and in-broadcast sponsorship tied to key game events. The Stanley Cup playoffs in the spring are a time when audiences are especially valuable.

Every NHL on Prime matchup features a Canadian team.

“In advertising, attention isn’t just a metric. It’s the currency, and it’s never been harder to earn,” said Christopher Walton, head of streaming video sales at Amazon Ads Canada.