FanDuel builds on Ontario launch with major TSN media partnership

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FanDuel has struck a multi-year agreement with The Sports Network (TSN) to promote its sportsbook across the Canadian media giant’s vast asset portfolio.

FanDuel, which launched regulated online sports betting and iGaming in Ontario yesterday, will become the official sportsbook partner of TSN.

The agreement will start with TSN channels in Ontario before expanding into further provinces and territories as and when they regulate.

The Flutter Entertainment-owned operator said “original content” and “innovative digital products” will be at the centre of the partnership, while the FanDuel Sportsbook will be the exclusive provider of odds across TSN programmes in a move designed to drive fan engagement.

FanDuel brand assets will be integrated across TSN’s in-game broadcasts, digital marketing channels and mobile app. The media provider has pledged to highlight FanDuel products including Same Game Parlay bets and free-to-play games as part of the agreement.

“Bringing our industry leading sportsbook platform to Canada is a watershed moment for FanDuel,” said Dale Hooper, general manager of FanDuel Canada.

“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,” he added.

FanDuel Canada general manager Dale Hooper: “Partnering with Canada’s most iconic and trusted media company was integral to our strategy.”

TSN is an English language sports channel and the largest speciality channel in Canada in terms of gross revenue.

Since 2001, it has been majority-owned by communications conglomerate BCE Inc through its broadcasting subsidiary Bell Media, with a minority stake held by ESPN.

TSN was the first national cable broadcaster of the National Hockey League in Canada.

“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,” said TSN SVP Stewart Johnston.

“FanDuel delivers an entertaining, customer-centric, responsible gaming experience with attractive odds that Canadian sports fans will want to engage with.

“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,” he added.

FanDuel – which is already an online market leader in the US – has struck similar media deals south of the border with Turner Sports, Bleacher Report, the Associated Press and Minute Media.

Yesterday (4 April) marked launch day for regulated online sports betting and iGaming in Ontario for international operators, many of which took to social media to celebrate.

About the author

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Jake Evans

Jake Evans is an NCTJ-accredited journalist and editor who has covered the online gaming and sports betting industry since 2017. He is the managing editor of iGaming NEXT and has previously worked in both content and data for EGR, Stats Perform and Football Radar.

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