One-year extension builds on a relationship that began in 2022
BetMGM has renewed its partnership with the National Football League (NFL) to continue as an official sports betting partner in Canada.
The one-year extension builds on a relationship that began in 2022 and covers the sports betting category across digital and retail channels in the Ontario and Alberta provinces.
The extension will enable BetMGM to continue to use NFL intellectual property, including the NFL shield, team marks and tentpole events such as the Super Bowl, in marketing campaigns in Canada.
The partnership also provides opportunities for integrated marketing activations and premium hospitality experiences.
BetMGM will also adhere to the NFL’s core integrity policies and responsible gambling initiatives.
“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 BetMGM chief revenue officer Matt Prevost. “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.”