BetMGM renews NFL partnership as official Canadian sports betting partner
The one-year extension covers Ontario and Alberta, with a focus on game integrity and responsible gambling initiatives.
BetMGM has extended its partnership with the National Football League, remaining an Official Sports Betting Partner of the NFL in Canada. The new one-year agreement covers Ontario and Alberta across both digital and retail sports betting. This continues a relationship that started in 2022. BetMGM will retain the right to use NFL trademarks like the league shield and team logos in its Canadian marketing. The deal also includes opportunities for joint marketing campaigns and exclusive fan experiences.
The partnership is built on a shared commitment to game integrity and responsible gambling. BetMGM has agreed to follow the NFL's core integrity policies. The two organizations will collaborate to ensure game fairness and promote safe betting practices for fans. “Protecting the integrity of the game and the wellbeing of our players go hand in hand, and that commitment is at the heart of our renewed partnership with NFL Canada,” said Matt Prevost, Chief Revenue Officer of BetMGM. “We share the league’s view that sports betting must be built on trust: fair competition on the field, and a safe, responsible experience for the fans who choose to bet. Together, we’ll continue to give fans in Ontario and Alberta a premium way to engage with the NFL, with responsible gaming built into every part of it.”
Gavin Kemp, general manager of NFL Canada, said the league is pleased to continue its work with BetMGM. “We are pleased to extend our partnership with BetMGM for another year, continuing a relationship that has delivered exciting experiences for fans who engage with the game through betting,” Kemp said. “As the sports betting landscape continues to evolve, we remain committed to working with partners who share our focus on responsible gaming, ensuring fans can enjoy the excitement of the NFL in a safe and informed way.” For Canadian customers in the partnered provinces, BetMGM offers more than 500 betting markets on each NFL game. These include wagers on anytime touchdown scorers and various in-play options. The operator also features expanded Cash Out functions that let players settle bets before an event concludes. On responsible gambling, BetMGM integrates the GameSense program, which was developed by the British Columbia Lottery Corporation. This tool is available on the company's mobile and desktop platforms. It works alongside BetMGM's other responsible gaming features to promote a safer betting environment.