The National Hockey League once had a stern, anti-gambling stance. How quaint those times seem now, as the NHL today announced a new partnership with DraftKings Sportsbook that includes an offshoot deal with the sportsbook and new league TV partner Turner Sports.

DraftKings will be the NHL’s official sports betting, daily fantasy and iGaming partner in the U.S.DraftKings also reached an agreement with Turner Sports, including Bleacher Report, to be the exclusive betting site and daily fantasy sports provider for their coverage of the NHL and NHL betting.

“The NHL has some of the most passionate fans in all of sports and we are delighted to be working with the league once again, while developing a rich and engaging viewership and content experience that matches this fanbases’ enthusiasm through our deal with Turner,” said Jason Robins, CEO, chairman and co-founder of DraftKings, in a news release. "We look forward to collaborating with the NHL alongside Turner Sports and Bleacher Report to provide hockey fans with what’s next in sports.”

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The sportsbook and betting apps handle for hockey continues to lag behind the other three major sports in the U.S., but it is growing. The NHL believes increased exposure with new TV partners TNT and ESPN will help grow interest in betting on hockey. Additionally, single-event sports betting in Canada is now legal, including in what is expected to be a robust Ontario sports betting. market packed with hockey fans.

DraftKings will be have access to and use of official NHL marks and logos, and will be able to offer enhanced promos as well as NHL-themed sweepstakes throughout the season and Stanley Cup Playoffs.

“As we embark on what promises to be a thrilling 2021-22 NHL season, our partnership with DraftKings, as well as with Turner Sports, will provide for new and exciting experiences to deepen our fan engagement,” said Keith Wachtel, NHL chief business officer and senior executive vice president, in the statement. “We’re proud to welcome back DraftKings to the NHL family and look forward to collaborating together with Turner Sports – one of our valued media partners – to develop unique and exciting content for our fans.”

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NHL Season Underway

The NHL season kicked off Tuesday night with two games, including the first game in Seattle Kraken history. ESPN broadcast its first NHL games in 17 years on the night, and TNT launches its coverage of the NHL with two games on Wednesday night.

TNT will have an in-studio panel of Wayne Gretzky, Anson Carter, Rick Tocchet and Paul Bissonette, as it tries to duplicate some of its success from its NBA format.

The two networks will split coverage of the league’s signature event, the Stanley Cup Finals.