The lone NHL franchise in the Lone Star State officially has a daily fantasy sports partner to call its own, as the Dallas Stars inked a partnership with DFS stalwarts PrizePicks this week.
The deal, which was announced in a company press release on Thursday, allows the Stars to gain greater access to the nation’s largest DFS operator and its clientele in a state with no legal Texas sportsbooks.
In return, PrizePicks earns valuable advertising during Stars broadcasts and on the ice of the team’s home arena. The DFS company also scored the rights to use Stars logos and have VIP sponsorship opportunities with the club.
A Lone Star State DFS Opportunity
PrizePicks CEO and co-founder Adam Wexler said in a company news release that the operator is excited to get started with the Stars. He said the deal brings further brand awareness to the second-most populous state in the country. That awareness is key even though the state’s sports fans still await legal, regulated sports betting and the Texas sportsbook promos that major operators can deliver.
"We are thrilled to further establish the PrizePicks brand alongside a great franchise like the Dallas Stars," Wexler said in the release. "Texas is one of our most highly engaged markets, and hockey is one of our fastest growing segments. This partnership will accelerate our ability to enhance the gameday experience for fans."
Dallas Stars Reaction To Deal
Stars President and CEO Brad Alberts called partnering with a DFS giant like PrizePicks a no-brainer, given fan attachment to anything that bolsters gameday engagement. That perhaps applies more to a team playing so well; Dallas (34-15-8) leads the Central Division with 76 points and Stars Stanley Cup odds reflect their status as a contender.
"Elevating the game day experience for our fans will always be a top priority for us," Alberts said in the release. "We're excited about our partnership with PrizePicks, and we look forward to engaging with fans in this new and unique way.”
No DFS or sports betting operators are currently legal in Texas, but there’s hope that 2026 could be the year for both. Geolocation company GeoComply Solutions data says that more than 1.1 million geolocation checks came from Texas residents trying to access out-of-state sportsbooks between Sept. 1 and Oct. 30, up 69% year-over-year.
For now, at least fans of the state’s only NHL franchise can take part in DFS-related events, while Texans await the dawn of legalized Texas sports betting apps and daily fantasy sports.
