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CALGARY, CANADA - FEBRUARY 28: Charlie McAvoy #73 of the Boston Bruins celebrates after scoring the game-winning goal against the Calgary Flames during the overtime period of an NHL game at Scotiabank Saddledome on February 28, 2023 in Calgary, Alberta, Canada. Derek Leung/Getty Images/AFP

FanDuel might be red-hot as the most popular of the major U.S. sports betting sites, but its launch into the legal Massachusetts online wagering scene comes is cold as ice.

The sports betting giant announced Friday a multi-year partnership with the National Hockey League's Boston Bruins, who have named FanDuel an Official Sports Betting Partner. The news comes just as FanDuel, along with five of the best sportsbooks in the U.S., formally launch their online sports betting platforms in Massachusetts.

"Massachusetts is home to some of the most passionate fan bases across the country and we're excited to enhance their viewing experience with the launch of the FanDuel Sportsbook app," Mike Raffensperger, FanDuel Group's Chief Commercial Officer, said Friday in a statement. "Bruins fans are the true embodiment of that passion and we look forward to supporting the team this season and beyond."

With the Massachusetts sports betting market expected to be among the most competitive in the country, every partnership opportunity matters. And it's no surprise to see FanDuel, already a leader when it comes to overall user experience and quality of Massachusetts sports betting promos, front and center on Day 1 of legal online sports betting.

According to Friday's FanDuel release, the company will be able to use the Boston Bruins' marks. FanDuel will also have signage both on dasher boards both inside TD Garden and the NHL's new digitally enhanced dasher boards.

The two will also collaborate on digital and social media content including homepage takeovers and other exclusive content on Bruins and FanDuel social channels.

"We're thrilled to welcome FanDuel to the Bruins and TD Garden family," Glen Thornborough, Chief Revenue Officer of the Boston Bruins, said Friday. "With the legalization of sports betting in Massachusetts in January 2023, it's an exciting time to be partnering with an industry leader."

Friday's partnership announcement is the latest salvo in the battle for market share between FanDuel and Boston-based DraftKings. While DK is expected to see strong numbers in its home state, FanDuel is the industry leader just about everywhere else, and should lead the way in the Bay State despite competition from DraftKings and fellow MA-based Barstool Sportsbook.

Those three sportsbooks all launched their mobile sports betting offerings Friday morning, along with BetMGM, WynnBET and Caesars. And experts anticipate big things from the initial online launch, with some estimating revenue of up to $200 million from March Madness alone.