Prime Video Inks DraftKings Deal for Wednesday Night Hockey During 2026-27 NHL Season
The Prime Video DraftKings deal is bringing the sports-betting company deeper into NHL broadcasts, with DraftKings becoming the exclusive sportsbook and online casino integration sponsor for NHL on Prime during the 2026-27 season.
The agreement covers Wednesday Night Hockey broadcasts throughout the regular season as well as select Stanley Cup Playoff coverage on Prime Video in Canada. DraftKings will receive branded integrations across pregame, live-game and intermission programming.
DraftKings Becomes Exclusive NHL on Prime Sponsor
Under the new agreement, DraftKings will serve as the exclusive sportsbook and online casino integration sponsor for NHL on Prime.
The partnership is designed to place DraftKings branding directly within Prime Video’s hockey broadcasts rather than limiting the relationship to traditional commercial advertising.
The company will have branding opportunities during pregame programming, live game coverage and intermissions. The agreement also includes sponsorship moments connected to major game events and score-clock elements.
Wednesday Night Hockey Returns on Prime Video
Prime Video is entering the 2026-27 NHL season as the exclusive long-term home of Wednesday Night Hockey in Canada.
The 12-year sublicensing agreement with Rogers Communications gives Prime Video at least 26 national regular-season NHL games each season in both English and French, along with select Stanley Cup Playoff series. The 2026-27 schedule begins September 30.
The opening Wednesday Night Hockey broadcast features the Toronto Maple Leafs against the New York Islanders on September 30. The regular-season schedule runs through April 7, 2027.
Live Betting Integrations Become Part of the Broadcast
The DraftKings partnership gives the sportsbook opportunities to integrate betting-related content into the live viewing experience.
These integrations can include branding associated with important moments during games, as well as pregame and intermission segments.
The arrangement reflects the growing connection between live sports streaming and real-time sports betting, particularly as broadcasters look for ways to create additional forms of viewer engagement.
The exact availability of betting products and services depends on local regulations and market eligibility.
Why Canada Matters to DraftKings
Canada is an important part of DraftKings’ expansion strategy. The company’s sportsbook is available to eligible customers in Ontario and Alberta, two Canadian provinces with regulated online sports betting markets.
DraftKings Chief Marketing Officer Stephanie Sherman said Canada remains important to the company’s growth and described the Prime Video partnership as a way to connect with hockey audiences throughout the season.
The NHL provides a particularly relevant audience because every Wednesday Night Hockey matchup on Prime features a Canadian team.
Prime Video Expands Its NHL Commercial Ecosystem
The DraftKings agreement comes as Prime Video continues expanding its NHL presence.
Amazon says Prime Video’s NHL offering provides advertisers with multiple opportunities beyond conventional commercial breaks. These include presenting partnerships, intermission sponsorships, Power Play sponsorships, score-clock takeovers and other broadcast integrations.
The addition of DraftKings gives the platform another major commercial partner with a focus on sports audiences and real-time engagement.
Prime Video has also expanded its NHL relationship in the United States, announcing exclusive local streaming rights for six NHL teams beginning with the 2026-27 season: the Carolina Hurricanes, Anaheim Ducks, Columbus Blue Jackets, Dallas Stars, Minnesota Wild and St. Louis Blues.
Select Stanley Cup Playoff Coverage Included
The partnership is not limited to the regular season.
DraftKings’ sponsorship also extends to select Stanley Cup Playoff coverage on Prime Video. Prime Video’s Canadian NHL rights include two First Round playoff series and one Second Round series each year under its long-term agreement with Rogers.
That gives DraftKings additional exposure during one of the NHL’s most heavily followed periods.
Streaming and Sports Betting Continue to Converge
The agreement highlights a broader trend in sports media: streaming platforms are increasingly incorporating commercial partnerships directly into live sports programming.
Rather than separating advertising from the broadcast, newer sponsorship models can connect brands with specific moments, segments and interactive features.
For sports-betting companies, live sports provide an opportunity to reach viewers while games are taking place. For streaming platforms, these arrangements create additional advertising inventory around premium live programming.
The Prime Video-DraftKings partnership combines both approaches through sponsorship and in-broadcast integration.
What the Deal Means for NHL Viewers
For viewers, the most visible changes are expected to come through DraftKings branding, sponsored segments and betting-related integrations during Wednesday Night Hockey broadcasts.
The actual availability of sports wagering will continue to depend on the viewer’s location, local laws and DraftKings’ market access.
The partnership itself does not mean that every Prime Video viewer will have access to DraftKings betting products.
A New Season for NHL on Prime
The 2026-27 NHL season represents a significant expansion of Prime Video’s hockey offering in Canada. The platform is moving Wednesday Night Hockey into a long-term national streaming arrangement while adding more commercial partnerships around its broadcasts.
For DraftKings, the exclusive sponsorship provides a prominent position within that growing NHL streaming ecosystem.
With the regular season beginning September 30 and select playoff coverage also included, the partnership is set to remain part of Prime Video’s NHL broadcasts throughout the 2026-27 campaign.
Frequently Asked Questions
1. What is the Prime Video DraftKings deal?
It is an agreement making DraftKings the exclusive sportsbook and online casino integration sponsor of NHL on Prime for the 2026-27 season.
2. What NHL broadcasts are covered?
The agreement covers Wednesday Night Hockey throughout the 2026-27 regular season, along with select Stanley Cup Playoff coverage.
3. When does Wednesday Night Hockey begin?
The 2026-27 Wednesday Night Hockey schedule begins on September 30, 2026, with the Toronto Maple Leafs facing the New York Islanders.
4. What will DraftKings receive from the partnership?
DraftKings will receive exclusive sportsbook and online casino integration opportunities, including branding during pregame, live-game and intermission coverage.
5. Will DraftKings odds appear during NHL broadcasts?
The agreement includes sportsbook integrations and sponsored moments connected with live broadcasts. Specific betting content and availability can vary by market and applicable regulations.
6. Where is Prime Video’s Wednesday Night Hockey available?
Prime Video holds the national Wednesday Night Hockey rights in Canada, with broadcasts available in English and French.
7. Why is Canada important to DraftKings?
DraftKings has identified Canada as an important growth market, with its sportsbook available to eligible customers in Ontario and Alberta.
8. Does the agreement include the Stanley Cup Playoffs?
Yes. The partnership includes select Stanley Cup Playoff coverage on Prime Video.
9. How long are Prime Video’s NHL rights?
Prime Video’s agreement with Rogers is a 12-year sublicensing arrangement beginning with the 2026-27 NHL season.
10. Does this deal cover all NHL games on Prime Video?
No. The DraftKings agreement specifically covers NHL on Prime’s Wednesday Night Hockey integrations and select Stanley Cup Playoff coverage. Prime Video also has separate NHL streaming arrangements in other markets.
