FanDuel has picked IPG Mediabrands’ UM as its new Canadian media partner.

The agency will lead media work for the sportsbook and online casino in Canada, building awareness and market share for the brand through a mix expected to include TV, digital and partnerships. FanDuel’s betting platform is currently available in Ontario. The account was previously handled by Horizon.

Conor Murray, VP of marketing for FanDuel, says UM was chosen both for its leadership in the Canadian media landscape and a “deep understanding” of iGaming.

“We’re ready to help drive FanDuel’s exciting sports partnerships and marketing campaigns within the Canadian market,” says Shelley Smit of CEO, UM.

In Canada, FanDuel’s sports partnerships have included deals with MLSE and NFL Canada, as well a media partnership with TSN.