BetMGM and NFL extend sports betting partnership in Ontario and Alberta

BetMGM has renewed its partnership with the National Football League to remain an official sports betting partner in Canada, the companies said. The one-year extension covers the sports betting category across digital and retail channels in Ontario and Alberta.

Under the deal, BetMGM retains access to NFL intellectual property for Canadian marketing efforts. That covers the league's shield, its team marks and major events like the Super Bowl. The arrangement also opens up integrated marketing activations and premium hospitality experiences. In addition, BetMGM committed to following the NFL's core integrity policies and responsible gambling initiatives.

The companies' relationship dates back to 2022, and the new agreement extends it by one year.

Matt Prevost, chief revenue officer of BetMGM, said: "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." He said the companies shared the view that sports betting must be built on trust, with fair competition on the field and a safe, responsible experience for fans who choose to bet.

Gavin Kemp, general manager of NFL Canada, said the league was pleased to extend the partnership for another year, continuing a relationship that has delivered experiences for fans who engage with the game through betting. He said that as the sports betting landscape continues to evolve, the league remains committed to working with partners that share its focus on responsible gaming, so that fans can enjoy the NFL in a safe and informed way.