BetMGM has renewed its Canadian partnership with the National Football League for one year, retaining its status as an Official Sports Betting Partner of the league in Canada.
The agreement covers the sports-betting category across digital and retail channels in Ontario and Alberta. It allows BetMGM to continue using NFL intellectual property in Canadian campaigns, including the NFL shield, team marks and tentpole events such as the Super Bowl.
The announcement also provides for integrated marketing activations and premium hospitality experiences. BetMGM said it will adhere to the NFL’s game-integrity policies and responsible-gambling initiatives, while the two organisations said they would work to protect fair competition and support safe betting.
Matt Prevost, BetMGM’s chief revenue officer, said game integrity and player wellbeing were linked commitments in the renewed deal. Gavin Kemp, the general manager of NFL Canada, said the league remained focused on working with partners that share its responsible-gaming priorities.
The partnership dates to 2022, when BetMGM became one of the NFL’s Official Sportsbook Partners in Canada under a multiyear extension. That earlier agreement gave the operator rights to use NFL marks in Canada, advertise on NFL-operated digital platforms in the region and offer exclusive NFL experiences to Canadian customers.
BetMGM was among the first operators to launch online sports betting and iGaming in Ontario in April 2022. Its Canadian NFL arrangement is separate from its U.S. NFL agreement, under which it became an Approved Sportsbook Operator in 2021.
The renewed deal accompanies BetMGM’s existing Canadian football product. Customers in Ontario and Alberta can access more than 500 markets for each NFL game, including anytime touchdown-scorer and live-betting options, while eligible wagers can be settled before the final outcome through the operator’s Cash Out feature.
BetMGM also makes GameSense available on its mobile and desktop platforms as a responsible-gambling resource. The programme was developed and licensed to BetMGM by the British Columbia Lottery Corporation, and is intended to provide customers with an experience comparable with that offered at MGM Resorts properties.
