PokerStars is teaming up with FanDuel and the two brands announced a new partnership in Ontario, Canada, on Friday. Both companies are part of Flutter Entertainment and announced a deal with Maple Leaf Sports and Entertainment (MLSE).
The agreement brings Ontario poker players and sports bettors a combination of sports, poker, and casino gaming options.
“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,” PokerStars marketing director Tom Warren said in a news release.
“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.”
PokerStars expands into Ontario with move
The deal comes after the Ontario market has shifted from a “grey” market to a regulated market. Online gaming operators have lined up to launch in the province.
PokerStars should be among those operators launching into the region. Ontario now becomes a “fenced-in” environment, meaning online poker players only compete against others in the province.
PokerStars’ Ontario product is expected to be similar to its platforms in the US markets of New Jersey, Pennsylvania, and Michigan. Those are also ringed-in markets, at least until interstate compacts go into effect.
Linking up with the Leafs
The Ontario partnership is a first of its kind deal for Flutter Entertainment in North America. PokerStars now links up with FanDuel to showcase the two brands in Canada.
As part of the latest deal, PokerStars also becomes a partner with the NHL’s Maple Leafs. Stars and FanDuel gain the use of team marks in advertising and marketing.
The brands will also be featured prominently throughout Leafs and the NBA’s Toronto Raptors games, including rink boards and on-court signage. The partnership allows FanDuel and PokerStars to collaborate on marketing campaigns with all of MLSE’s teams, which include:
- Maple Leafs
- Major League Soccer’s Toronto FC
- the Canadian Football League’s Toronto Argonauts
- Toronto Marlies (minor league hockey)
“We are thrilled to partner with Flutter Entertainment, a global leader and one of the most trusted operators in the sports betting industry,” MLSE Senior Vice President of Global Partnerships Jordan Vader said. “As the online gaming markets open in Ontario, we have worked hard to find partners who align 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 (age) 19-plus Ontario residents who are fans of our teams.”