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The aggressive marketing strategy shown by DraftKings in the legalized online casino markets of Alberta and Ontario has moved to an even higher level.
A couple of weeks ago, DraftKings launched promotions at service stations in Ontario and Alberta where drivers over the age of 18 could get free gasoline fill-ups, courtesy of the sports betting and online casino giant. Alberta launched its regulated online gambling market in July.
Now, as the NHL season faces off, DraftKings announced that it has secured the exclusive rights as the “sportsbook and casino integration” sponsor of Prime Video’s Wednesday Night Hockey.
Sportsnet is the television rightsholder for NHL games in Canada, but has sublet a package of games to Prime.
DraftKings gets brand front and center
As part of the deal, DraftKings will have branded pregame and intermission features, sponsorship of key moments in games, and elements on the score bug that will keep the DK brand in front of viewers’ eyes from before puck drop to the post-game show.
Christopher Walton, the head of streaming video sales at Amazon Canada, said advertisers and broadcasters have to do a lot more to get viewers to pay attention. Breaks in games are filled with commercials, but they are also natural times for viewers to get another beer or slice of pizza.
“Live sports streaming changes the equation by eliminating channel surfing and delivering unmatched levels of viewer engagement, as fans don’t want to miss a second of the action,” said Walton. “DraftKings recognized this opportunity and, together, we’re connecting with the most passionate fans in Canada through innovative, integrated experiences in-game, in-intermission and in-commercial time.”
The Prime hockey schedule begins Tuesday when the Toronto Maple Leafs face the New York Islanders.
Four teams are in Canadian legalized iGaming markets: the Leafs and Ottawa Senators in Ontario, and the Edmonton Oilers and Calgary Flames in Alberta.
The Leafs will make six appearances on Prime in the regular season. The Oilers will be featured five times. The Flames and Senators will each make four appearances.
