By Sam Boughedda

Investing.com — DraftKings (NASDAQ:) announced Wednesday a deal to become the official sports betting, daily fantasy sports, and iGaming partner of the National Hockey League in the U.S.

The digital sports entertainment and gaming company has also reached an agreement with Turner Sports, which includes Bleacher Report, to be the exclusive sportsbook and daily fantasy sports provider for their coverage of the NHL.

Shares hit a high of $50.49 in morning trading, but gave some of the gains back. As of 11:15 AM ET, they were up 2.4%.

“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,” commented Jason Robins, CEO, chairman and co-founder, DraftKings.

As an NHL’s official partner, the company will gain access to NHL official marks and logos, as well as themed sweepstakes and enhanced promotional efforts.

The deal with Turner Sports will see DraftKings present sports betting information and daily fantasy content on Turner Sports telecasts and Bleacher Report digital channels, including the B/R app.

Some of the integration already being planned includes DraftKings’ daily fantasy statistics and betting odds and personalized automated alerts.

“Over the years DraftKings has become a brand synonymous with sports, with a fan-first approach through real-money gaming options, and we look forward to collaborating with the NHL alongside Turner Sports and Bleacher Report to provide hockey fans with what’s next in sports,” added Robins.