MLSE is the largest sports and entertainment company in Canada, judged on the value of its assets, and owns franchises in four of the six major professional leagues in North America.
This agreement, the first where two Flutter brands have joined forces, sees FanDuel become the MLSE’s official sports betting partner and PokerStars the official gaming partner.
The FanDuel Sportsbook and PokerStars Casino branding will feature prominently throughout home games of Toronto Maple Leafs and Toronto Raptors, which feature in the NHL and NBA respectively.
Furthermore, the two gambling operators will have the opportunity to collaborate with all four sports franchises on marketing campaigns and customer VIP experiences.
MLSE SVP Global Partnerships Jordan Vader commented: “We are thrilled to partner with Flutter Entertainment, a global leader and one of the most trusted operators in the sports betting industry. As the online gaming markets open in Ontario, we have worked hard to find partners who are aligned with both our vision for innovation, and our values including a shared commitment to responsible gaming.
“We look forward to working with Flutter and providing a platform to engage with the millions of over-19 Ontario residents who are fans of our teams.”
PokerStars’ involvement in the agreement is subject to it receiving a licence from the Alcohol and Gaming Commission of Ontario.
PokerStars Marketing Director Tom Warren said: “We have epic plans for our community in Canada, and are excitedly looking forward to creating some incredible experiences in our birth country when we launch very soon.
“Partnering with MLSE gives us the opportunity to reach passionate fans across Ontario with a wide remit of poker and casino, heighten experiences wherever we can, and be a part of some major winning moments.”
MLSE’s other sports franchises, in addition to the Maple Leafs and Raptors, include Toronto FC and Toronto Argonauts, which play in the MLS and CFL, respectively.
