Flutter Entertainment seals Ontario gambling deal with MLSE

The recent launch of online gambling in Ontario has led to several high-profile corporate partnerships, and now Flutter Entertainment – which owns FanDuel and PokerStars – has paired up with the pro sports and real estate firm Maple Leaf Sports & Entertainment (MLSE).

FanDuel and PokerStars through this new partnership will become the sole sports betting and gaming partners of MLSE teams, which include franchises in the NHL, NBA, and MLS.

All FanDuel Sportsbook, PokerStars, and PokerStar Casino products and services will be promoted throughout all Toronto Maple Leafs and Toronto Raptors games, including rink board and on-court indicators. Flutter Entertainment will have all rights to use any MLSE team marks in advertising and selling its products to Canadian audiences.

This deal will see FanDuel and PokerStars work jointly on marketing inclusion with all Maple Leaf Sports & Entertainment’s teams, including the Maple Leafs, Raptors, Toronto FC, Toronto Argonauts, and Toronto Marlies.

Jordan Vader, Senior Vice President of Global Partnerships at MLSE, stated: “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 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 for them to engage with the millions of 19+ Ontario residents who are fans of our teams.”

FanDuel was one among several sportsbooks to debut in Ontario following the legalization of online betting, with the market going live on April 4. PokerStars is still pushing for its official registration from the Alcohol and Gaming Commission of Ontario and also getting an operating licence agreement with iGaming Ontario.

“The Maple Leafs, Raptors, and Toronto FC are pioneering franchises and major pillars in Canadian sports culture,” stated Dale Hooper, General Manager of FanDuel Canada.

“As we bring FanDuel to Ontario, we want to collaborate with globally recognized enterprises like MLSE to bring unique content experiences to some of Canada’s most dedicated sports fans.”

Tom Warren, PokerStars’ Marketing Director, added: “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.”

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