FanDuel Lands TSN Exclusive Sportsbook Odds Provider Deal In Ontario

Written By Derek Helling on April 5, 2022
Content And Promotion In Ontario By Fanduel And TSN Pairing Up

The market leader for several United States jurisdictions has made a big move toward extending that leadership into Ontario. A new FanDuelTSN partnership will ensure visibility for FanDuel in terms of Canadian sports betting.

That exposure should help FanDuel compete with other brands more intrinsic to the market. One element of the promotion especially has the potential to push FanDuel into the limelight.

FanDuel, TSN link up in Ontario

FanDuel is the official sportsbook partner of TSN. According to a press release, the partnership extends to the entire nation of Canada but focuses on Ontario for the time being. TSN will exclusively refer to FanDuel Sportsbook odds during game broadcasts and in all other media.

The release also states the partnership includes the creation of original content. The release does not give any details of that facet of the agreement, however. Furthermore, TSN has agreed to also promote FanDuel Casino.

“FanDuel is the undisputed leader in sports betting, and with the launch of sports betting in Canada they were the clear choice for us as a sportsbook partner,” said Stewart Johnston, Senior Vice-President, TSN.

“FanDuel delivers an entertaining, customer-centric, responsible gaming experience with attractive odds that Canadian sports fans will want to engage with and we believe that combining their sportsbook with our expansive portfolio of live sports properties will not only deliver the exciting content that our passionate fan base demands but will provide new opportunities to expand the TSN brand.”

FanDuel went live on both the casino and sports betting fronts in Ontario on Monday, April 4. It was just one of several brands to do so that day. The awareness that this collaboration with TSN should net FanDuel can put it on a level playing field.

Ontario’s crowded online gambling market

The TSN partnership especially makes FanDuel competitive with theScore Bet. theScore makes its home in Toronto and has a strong audience for its sports media products in Ontario as well as throughout Canada. This deal should give FanDuel equal air-time in front of Canadian sports fans.

“Bringing our industry-leading sportsbook platform to Canada is a watershed moment for FanDuel,” said Dale Hooper, General Manager, FanDuel Canada.

“Partnering with Canada’s most iconic and trusted media company was integral to our strategy of delivering gaming content to passionate Canadian sports fans in the most entertaining and responsible way possible.”

Part of that content will be the promotion of FanDuel’s Same Game Parlay feature. That tool in its sports betting app has helped set it apart from the competition in the US, resulting in customers placing more parlay wagers. If FanDuel can replicate that effect in Ontario, it could become the market-share leader for Ontario sports betting as well.

At the very least, TSN viewers will be aware of it.

Photo by Joshua Davenport / Shutterstock.com
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Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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