Leading sports betting operator BetMGM announced a renewed partnership with the National Football League, extending its status as an Official Sports Betting Partner of the NFL in Canada. The one-year extension builds directly upon a collaborative relationship established in 2022, covering the sports betting category across digital and retail channels within Ontario and Alberta.
Under the terms of the renewed agreement, BetMGM will continue utilizing NFL intellectual property, including the iconic NFL shield, team marks, and tentpole events such as the Super Bowl, in Canadian marketing campaigns. Furthermore, the partnership unlocks ongoing opportunities for integrated marketing activations and premium hospitality experiences for fans.
Executive commentary on game integrity and trust
Game integrity remains the foundational pillar of the league’s approach to legalized sports betting. BetMGM has formally agreed to adhere to the NFL’s core integrity policies and responsible gambling initiatives, ensuring that competitive fairness is maintained and fans can bet safely and responsibly.
Matt Prevost, Chief Revenue Officer at BetMGM, commented:
“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. 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, added:
“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. 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.”
Expanded betting markets and responsible gaming integration
The renewed partnership complements BetMGM’s comprehensive football product offering in Canada. NFL fans across Ontario and Alberta gain access to more than 500 betting markets for every game, featuring anytime touchdown scorer wagers, extensive live betting options, and expanded Cash Out capabilities that allow players to settle eligible wagers prior to the final game outcome.
To support player wellbeing, BetMGM integrates industry-leading responsible gambling resources, including GameSense, a program developed and licensed to BetMGM by the British Columbia Lottery Corporation. Seamlessly embedded within BetMGM’s mobile and desktop platforms, GameSense provides users with the same trusted guidance available at MGM Resorts properties, reinforcing the operator’s commitment to a safe and entertaining digital environment.
