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DraftKings targets Canada with Toronto sports partnerships

Daily fantasy sports operator DraftKings has signed a four-year advertising and promotion deal with Maple Leaf Sports and Entertainment, owner of the Toronto Raptors NBA basketball team and Toronto Maple Leafs NHL ice hockey franchise.

According to the TSN website, the agreement is worth more than $1 million (€890,000) per season

Under the deal, DraftKings will be promoted through signage at the Air Canada Centre, the home of all teams covered by the deal, as well as inside a new ‘interactive zone’ at the venue. DraftKings will also run a series of contests for Leafs and Raptors fans.

Jeremy Elbaum, DraftKings’ vice-president of business development, said the company was eager to grow its presence in Canada.

“It wouldn't warrant a deal like this if we weren't already seeing some good results from people signing up in the Toronto area," Elbaum said.

DraftKings became a partner and official daily fantasy game of the NHL in 2014 in a multi-year deal, and has a number of agreements with teams across major sports leagues in the US.