BetMGM, a sports betting and iGaming operator, has announced its multi-year partnership with the National Football League (NFL) which will make it the league’s official sportsbook partner in Canada.
BetMGM was among the first operators to go live in Ontario, launching its online sports betting and iGaming platforms in April 2022 (the province legalized sports betting on April 4). As part of this newly expanded relationship, BetMGM will have the right to use official NFL marks in Canada.
It will also be granted advertising rights on NFL-operated digital platforms throughout the province. Additionally, BetMGM will offer Canadian customers access to exclusive NFL experiences.
BetMGM CEO Adam Greenblatt commented: “Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season. We're already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience."
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This news complements the pre-existing agreement made between BetMGM and the NFL in 2021 when the company became an ‘Approved Sportsbook Operator’ of the NFL. This title earned it the rights to run in-game television spots during the season to a solely US-based audience.
Now BetMGM has unparalleled access to Canada, and NFL Canada Senior Director of Corporate Relationships Gavin Kemp is elated at this prospect
Kemp commented: “We are thrilled to be working with BetMGM in Canada as an official sportsbook partner. BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways."
