BetMGM will remain an Official Sports Betting Partner of the National Football League in Canada after agreeing to a one-year renewal. The arrangement coversĀ Ontario andĀ Alberta, continuing a relationship that started in 2022.
The company announced the extension on October 22. It applies to the sports betting category across digital and retail channels, allowing BetMGM to maintain its NFL connection in both provinces. Alongside its commercial rights, the operator has committed to the leagueās integrity policies and responsible gambling initiatives.
NFL Branding Stays in Canadian Marketing
Under the renewed terms, BetMGM can continue featuring the NFL shield and individual team marks in its Canadian campaigns. Its rights also extend to major league events, including the Super Bowl, keeping those properties available for the operatorās marketing activities.
The agreement creates opportunities for coordinated campaigns between the partners. It also includes premium hospitality experiences, giving the relationship a role in how the companies engage with fans beyond advertising.
MGM Resorts International and Entain established BetMGM as a partnership in 2018. The New Jersey-based company uses Entainās technology for its betting and gaming products. Its business also includes exclusive access to MGMās U.S. sports betting operations, covering both online and land-based channels.
Football Markets Include Early Settlement Options
BetMGM offers more than 500 betting markets for each NFL game to customers in the two provinces. That selection includes anytime touchdown scorer bets, as well as live betting options for fans who place wagers during games.
The operator has also expanded its Cash Out capabilities. Customers can use that feature to settle eligible wagers before the final result, with availability depending on whether a particular bet qualifies.
The operatorās announcement also sets out the applicable age thresholds for its Canadian offering: customers must be at least 18 in Alberta and at least 19 in Ontario.
Integrity Policies and Player Support Remain Central
The NFL places game integrity at the centre of its approach to legal sports betting. BetMGM has agreed to follow the leagueās core policies, and both organisations will work to protect fair competition while supporting people who choose to wager.
Matt Prevost, BetMGMās chief revenue officer, linked the renewal to the companyās responsibilities towards customers and the sport. He said āsports betting must be built on trustā and connected that principle to fair competition and a responsible experience for fans. He also said responsible gaming would form part of how the company engages with NFL audiences in Ontario and Alberta.
Gavin Kemp, general manager of NFL Canada, welcomed another year of cooperation. He pointed to the experiences the partnership has delivered for betting audiences and stressed the importance of partners sharing the leagueās responsible gambling priorities. As the sports betting market develops, he said the NFL intends to keep working with companies that support fans in making informed decisions about wagering.
BetMGMās customer resources include GameSense, which the British Columbia Lottery Corporation developed and licenses to the operator. Customers can access the program through BetMGMās mobile and desktop platforms.
That integration brings the GameSense experience available at MGM Resorts properties into the companyās digital products. The program complements BetMGMās existingĀ responsible gambling tools, forming part of the support available alongside its sportsbook.
Source:
BetMGM and the National Football League Extend Partnership in Canada, globenewswire.com, October 22, 2026
