Flutter and MLSE’s Partnership: Quick Execution to Leverage Ontario’s Most Beloved Sports Teams

By Shlok Ahuja

When legalized sport betting operations were on the horizon in Ontario, Flutter Entertainment was quick to act, in striking valuable brand partnerships within the region early on.

On April 8th, 2022, Maple Leaf Sports & Entertainment struck a deal with Flutter Entertainment for FanDuel Canada Sportsbook to become its oJicial sports betting partner along with PokerStars to be its oJicial gaming partner. For context, FanDuel’s sportsbook had gone live in Ontario on April 4th, 2022.

Just four days after going live, FanDuel was able to secure brand presence by leveraging some of the largest and most beloved sports teams in the region. FanDuel and PokerStars were now integrated with the 9 professional institutions that MLSE proudly represented.

This included the Toronto Raptors, Toronto Maple Leafs, Toronto Marlies, Argonauts, Raptors 905, Toronto FC (I and II), and both the Raptors and Toronto FC’s equivalent esports organizations.

The ability to integrate their brand presence with MLSE teams is a monumental win in regard to capturing market share early on in the iGaming environment in Ontario. Toronto being the most populated city in the province along with having the largest commercial sports market is definitely the hotspot where majority of players exist.

"The Maple Leafs, Raptors and Toronto FC are pioneering franchises and major pillars in Canadian sports culture," said Dale Hooper, General Manager, 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."

MLSE Teams will now feature FanDuel and PokerStars branding on rink board and on court signage during Toronto Raptors and Toronto Maple Leafs broadcasts.

With the way Canada is opening up to legalized sports betting, when a province is set to open the floodgates, it will be important to move quickly in terms of partnerships in order to

capture large chunks of market share. With provinces like Alberta on the precipice of incorporating third party sports books, the race for brand deals will be on once again.