Sports betting and iGaming operator BetMGM announced Tuesday a multi-year partnership extension with the National Football League (NFL), becoming one of the League's Official Sportsbook Partners in Canada. The company was among the first operators to go live in Ontario, having launched its online sports betting and iGaming platforms in the jurisdiction in April 2022.
BetMGM CEO Adam Greenblatt said: "Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season. We're already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience."
As part of the newly expanded relationship, BetMGM now has the rights to use official NFL marks in Canada and advertise on NFL-operated digital platforms throughout the region. Additionally, BetMGM will offer Canadian customers access to exclusive NFL experiences.
Gavin Kemp, Senior Director of Corporate Partnerships, NFL Canada, added: "We are thrilled to be working with BetMGM in Canada as an Official Sportsbook Partner. BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways."
This news complements BetMGM's agreement with the NFL in the U.S. In 2021, the company became an Approved Sportsbook Operator of the NFL, earning the opportunity to run in-game television spots during the season.
BetMGM, a joint venture between MGM Resorts and Entain, now joins FanDuel Group and government-owned Ontario Lottery and Gaming Corp. (OLG) as the NFL’s official partners in Canada. These brands are amongst the more than 30 apps and websites legally taking wagers in Ontario, Canada’s most populous province, and the only one with a regulated market that permits private-sector operators to participate.