Flutter’s PokerStars and FanDuel strike Canadian sporting alliances

Flutter Entertainment’s PokerStars and FanDuel brands have struck an alliance with Ontario’s Maple Leaf Sports & Entertainment, which the pair hope will enable the delivery of “epic plans for our community in Canada”.

The alliance designates the FanDuel Sportsbook as an official sports betting partner, while PokerStars will team-up with MLSE in an official gaming capacity.

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

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

This first deal across North America featuring multiple Flutter Entertainment brands will allow the pair to collaborate on marketing integrations with each of the group’s teams.

MLSE is the parent company of the National Hockey League’s Toronto Maple Leafs, the National Basketball Association’s Toronto Raptors Major League Soccer’s Toronto FC, the Canadian Football League’s Toronto Argonauts and development teams with the Toronto Marlies (American Hockey League), Raptors 905 (NBA G League) and Toronto FC II (United Soccer League).

In addition to the use of MLSE team marks in advertising and marketing, FanDuel Sportsbook, PokerStars Casino and PokerStars will be featured throughout Toronto Maple Leafs and Toronto Raptors games including rink board and on-court signage. 

“We are thrilled to partner with Flutter Entertainment, a global leader and one of the most trusted operators in the sports betting industry,” said Jordan Vader, Senior Vice President, Global Partnerships at MLSE. 

“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.”

The launch of PokerStars is subject to successful registration by the Alcohol and Gaming Commission of Ontario and execution of an operating agreement with iGaming Ontario.

“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,” said Tom Warren, PokerStars Marketing Director. 

“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.”