Photo Credit: Adam McCullough / Shutterstock
Prominent iGaming operator BetMGM has inked a partnership with the NFL to extend its status as the gridiron football organization’s official Canadian Sports Betting Partner.
The one-year agreement lengthens a union established in 2022 and gives the iGaming operator exclusive sports wagering rights across online and brick-and-mortar channels in the provinces of Ontario and, for the first time, Alberta.
As part of the revised arrangement, BetMGM will be allowed to continue using NFL intellectual property, including corporate and individual team logos, as well as tentpole events such as the Super Bowl in its marketing campaigns across Canada. The new alliance also incorporates increased opportunities for integrated marketing activations and the provision of premium hospitality experiences.
BetMGM was one of the first commercial iGaming operators to enter the regulated market of Ontario in 2022 with its mobile-friendly domain at BetMGM.ca, offering punters the chance to enjoy a selection of more than 2,500 online casino games in addition to a sportsbook and a dedicated poker room. The firm went live with a commensurate service for Alberta players in July and has expressed interest in further Canadian expansion should local regulations allow.
BetMGM Chief Revenue Officer Matt Prevost said game integrity is at the heart of the NFL’s approach to legalized sports wagering and his firm has agreed to fully adhere to its core responsible gambling initiatives and integrity policies. He revealed the two are to additionally cooperate to ensure every game remains fair and uncompromised via a safe and responsible environment.
“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 Prevost. “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.”
BetMGM asserted the renewed alliance is to enhance its gridiron football coverage in Canada and give NFL fans in Alberta and Ontario access to over 500 betting markets per game, including live betting options and anytime touchdown scorer props. It moreover proclaimed its upgraded cash-out features offer aficionados the flexibility to settle eligible wagers before the final whistle blows.
The operator highlighted a number of resources it employs to help Canadian customers play responsibly, including GameSense, which is offered under a license from the British Columbia Lottery Corporation (BCLC). It disclosed this innovation is integrated into its mobile and desktop platforms to give players an entertaining and safe digital experience.
For his part, General Manager NFL Canada Gavin Kemp said the extended partnership with BetMGM is due to continue a relationship that has ‘delivered exciting experiences for fans who engage with the game through betting.’
“As the sports wagering 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,” said Kemp.
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