BetMGM Becomes an Official NFL Sports Betting Partner in Canada

  • BetMGM was already a sports betting partner of the NFL in the US
  • The operator can now use NFL marks in Canada and access advertising opportunities
  • The NFL believes the new agreement will help improve the fan experience in Canada
  • BetMGM was one of the first private operators to launch in the regulated Ontario market
NFL logo in front of a wall of footballs
BetMGM is now an official sports betting partner of the NFL in the Canadian market. [Image: Shutterstock.com]

Breaking new ground

BetMGM is now an official sports betting partner of the NFL in Canada. The online gambling operator announced the new expanded multi-year agreement on Tuesday. It is already an NFL sports betting partner in the US, having signed that particular deal last year.

able to use the official NFL logo and marks across Canada

As part of the agreement, BetMGM will be able to use the official NFL logo and marks across Canada and advertise through the league’s digital media offerings in the region. Canadian customers of BetMGM will also get access to certain types of exclusive NFL experiences.

Welcoming the deal

Speaking about the partnership extension with the NFL, 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.”

He also noted that BetMGM has been seeing strong interest from people in Ontario and that the new deal will only elevate the user experience for these bettors.

Each NFL season is usually a very significant time for sportsbook operators, generating a huge amount of betting volume./

NFL Canada senior director of corporate partnerships Gavin Kemp also welcomed the deal, stating that BetMGM brings “a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways.”

Looking to boost its Canadian presence

BetMGM’s current relationship with the NFL in the US allows it to get access to in-game television advertising opportunities. The gambling operator also has relationships with other major sports leagues and teams, adding to its reach among sports audiences.

BetMGM is a joint partnership between MGM Resorts International and UK-based gambling group Entain. Other brands under the BetMGM umbrella include partypoker, Party Casino, and Borgata Casino.

BetMGM was one of the very first gambling operators to launch in the Ontario market in April. It has both an online casino and sportsbook up and running in the Canadian province. As the Ontario gambling authorities have committed to just releasing private operator gambling-related revenue figures every quarter, it is hard to determine how well BetMGM is performing so far in the region. What is more, the Ontario Alcohol and Gaming Commission has yet to release any quarterly reports since the private market launch.