FanDuel has just announced that it will be the official sportsbook of the Professional Women's Hockey League, as well as the only in-app mobile streaming partner of the PWHL.

In a landmark move that has left some questioning why it didn't happen sooner, FanDuel has announced its sponsorship of the Professional Women's Hockey League or PWHL. The partnership names FanDuel as the league's Official Sportsbook Partner and exclusive streaming provider in the app, marking a major milestone in the growth of women's professional hockey.

FanDuel joins the PWHL family

The PWHL's sophomore season kicked off on November 30 with the Toronto Sceptres hosting the Boston Fleet and the Montreal Victoire taking on Ottawa Charge. This announcement cements FanDuel's role in promoting women's sports and expanding its reach in an evolving betting market.

"This partnership is about creating a new era of fan engagement - one that brings hockey closer to fans while helping grow the visibility of women's professional sports," stated Dale Hooper, FanDuel's General Manager, in a statement.

The PWHL, which features six teams across North America, has seen impressive growth since its inaugural season. The league's debut game on the 1st of January, 2023, attracted 2.9 million viewers on the national television of Canada, and the March 3 'Battle on Bay Street' set a record with 19,285 attendees at Toronto's Scotiabank Arena.

Filling a sponsorship gap

The PWHL boasts a strong roster of founding and premier sponsors, including Canadian Tire, Airsupra, Scotiabank, Tim Hortons, Gatorade, and many others. However, the absence of a sportsbook sponsor until now had puzzled industry insiders.

"I'm really surprised it took as long as it did for the PWHL to find a gambling partner," said Aly Lalani, an industry consultant. While the demographic may not align with traditional sportsbook audiences, the credibility-building value of this partnership is immense, Lalani added.

Marketing experts have pointed to the misconception that women are less inclined to bet on sports. Despite this, the number of female bettors is reportedly growing, and FanDuel appears ready to tap into this emerging market.

Strategic timing ahead of the Olympics

With the Winter Olympics on the horizon and Canada's women's hockey team vying for another gold medal, this partnership aligns perfectly with heightened visibility for women's sports.

"Women play great hockey and deserve to have partners who recognize that," said iGaming consultant Amanda Brewer. It's fantastic to see (an operator and brand like) FanDuel invest in supporting women's professional sports. This feels like a leveling of the sponsorship playing field, Brewer added.

FanDuel's involvement isn't limited to branding - the company is enhancing fan engagement with features like novelty markets, player prop bets, and Same Game Parlays for the PWHL. This includes wagers on potential expansion cities and countries for the 2025 to 2026 season, showcasing the league's growth potential.

Growing visibility for women's sports

FanDuel isn't alone in offering betting markets for the PWHL, but its strategic partnership sets a new benchmark. Other sportsbooks, such as BetMGM and theScore Bet, have begun to provide limited betting options for the league. "We're proud to help shine a brighter spotlight on professional female athletes and foster fan engagement," said the Director of Content and Brand at FanDuel Canada, Alannah Della Vedova.

The PWHL's growing visibility reflects wider trends in women's sports, which are increasingly gaining mainstream recognition. From breaking attendance records to securing high-profile sponsors, the league is paving the way for future expansion and heightened fan engagement.

What's next?

FanDuel's entry into the PWHL sponsorship arena has sparked conversations about what comes next for women's sports and sports betting. Will smaller sportsbooks follow FanDuel's lead? Could this partnership inspire other major brands to back women's sports? As the PWHL embarks on its second season, the partnership with FanDuel is more than just a business deal - it's a step toward that helps level the playing field for women's hockey. With increased exposure, expanded betting options, and a growing fan base, the league is set for an exciting future.