First of Its Kind Partnership
Both companies are subsidiaries of Flutter Entertainment, making it the first of its kind partnership for the London-listed Group. Formerly known as Paddy Power Betfair, Flutter Entertainment is a gaming behemoth with a massive customer base in the British and Irish markets. This partnership will now introduce gambling fans in Ontario to the sports, poker, and casino gaming experiences these top brands offer.
Marketing Integrations within the MLSE
The new understandings will allow FanDuel and PokerStars to use the official trademarks of the MLSE-owned teams. The MLSE owns four Toronto-based professional sports franchises, including the Toronto Maple Leafs of the National Hockey League (NHL), the Toronto Raptors of the National Basketball Association (NBA), the Toronto Argonauts of the Canadian Football League and Major League Soccer's Toronto FC. The company is also behind the Toronto Marlies franchise of the developmental American Hockey League (AHL).
Flutter Entertainment's subsidiaries will also enjoy marketing integrations within the Scotiabank Arena, which is home to the Toronto Maple Leafs and the Toronto Raptors. Their services will be advertised via rink and court-side signage during Toronto Maple Leafs and Toronto Raptors games.
A Welcomed Venture on All Fronts
Dale Hooper, General Manager, FanDuel Canada, said that choosing to partner with MLSE was a strategic decision as the company wanted to collaborate with globally recognized enterprises. He also pointed out that The Maple Leafs, Raptors, and Toronto FC are major pillars in Canadian sports culture, allowing FanDuel to bring unique content experiences to some of Canada's most dedicated sports fans.
PokerStars Marketing Director Tom Warren also commented enthusiastically on the new development and hinted at big plans for the brand's Canada debut.
"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."
While FanDuel is already live in Canada, PokerStars is a new face in the region. Its launch will be subject to the execution of an Operating Agreement with iGaming Ontario and regulatory approval by the Alcohol and Gaming Commission of Ontario (AGCO).
MLSE is also thrilled to partner with a global leader like Flutter Entertainment. According to Senior Vice President, Global Partnerships, MLSE, Jordan Vader, "As the Online Gaming markets open in Ontario, we have worked hard to find partners who aligned with 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."
Andrew is interested in gambling developments in Canada and the USA. He writes news updates and contributes to casino reviews for the site. A keen ice hockey player, Andrew likes to spend time on the rink playing for his local team.