BetMGM has struck a multi-year partnership with the Minnesota Vikings in Canada, giving the company official sports betting and online casino status in the Canadian market. The deal also extends BetMGM’s branding rights across approved sports betting, online casino and marketing activity.
According to a release on GlobeNewswire, the partnership includes Vikings Big Kick LuckyTap™, an exclusive Vikings-themed casino game. The game is available only at BetMGM Casino in Alberta and Ontario, and is described as a quick-play title in which users try to kick a football through the goalposts.
The announcement leans heavily on fan engagement. Matt Prevost, BetMGM’s chief revenue officer, said Vikings fans bring a level of passion and loyalty that reaches well beyond game day, and added that the company is eager to start football season strongly with another partnership as it expands its reach in Canada. Martin Nance, the Vikings’ chief marketing officer, said the team is pleased to welcome BetMGM and expects the tie-up to create memorable experiences for Canadian fans.
The release also folded in BetMGM’s responsible gambling message. The company said GameSense remains part of its digital product, describing it as an industry-leading programme developed and licensed to BetMGM by the British Columbia Lottery Corporation. It said the tool is integrated across its mobile and desktop platforms and complements its existing responsible gambling resources.
BetMGM also framed the deal as part of a broader Canadian push. The company launched in Alberta on 13 July, its first international expansion since entering Ontario in 2022. As reported in August, BetMGM had already added live dealer casino games to its Alberta platform.
