BetMGM renews NFL partnership and expands deal to Alberta's iGaming market
The one-year extension builds on the operator's original 2022 agreement for Ontario and includes NFL branding rights.
BetMGM has extended its status as an Official Sports Betting Partner of the National Football League in Canada for another year. The renewed agreement expands the partnership to cover the newly regulated iGaming market in Alberta, building on the original deal signed in 2022 for Ontario. The operator was among the first to secure a license and launch in Alberta when that province's market opened in July. The announcement comes seven weeks into the 2026 NFL season.
The partnership grants BetMGM continued rights to use NFL intellectual property in its Canadian marketing, including the league shield, team marks and major events like the Super Bowl. It also covers integrated marketing campaigns and premium hospitality experiences for fans. Matt Prevost, the chief revenue officer at BetMGM, said responsible gambling and game integrity are central to the relationship. "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," Prevost said.
Gavin Kemp, general manager of NFL Canada, said the league is focused on working with responsible partners. "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," Kemp stated. Prevost added that the partnership aims to provide a premium experience. "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," he said.
For every NFL game, BetMGM provides a full suite of betting markets. These include wagers on anytime touchdown scorers, a wide variety of player props, futures bets and extensive live betting options. The operator has also expanded its Cash Out features, allowing customers to settle eligible bets before a game's final outcome is determined. The extension highlights how early entrants in newly regulated markets use league affiliations to show their commitment to trust and compliance.