BetMGM extends NFL deal into Alberta
BetMGM has renewed its Canadian partnership with the National Football League for another year, extending an agreement that now covers Ontario and Alberta. Announced October 22, the deal maintains the operator’s status as an Official Sports Betting Partner of the NFL in Canada.
The agreement includes sports betting across digital and retail channels. BetMGM retains permission to use NFL branding in Canadian marketing, including the league shield, team marks, and major events such as the Super Bowl.
Alberta’s inclusion follows the opening of its competitive iGaming market in July. BetMGM was among the operators that launched in the province, adding a second regulated Canadian market to the NFL relationship established around its Ontario business in 2022.
The renewed agreement includes marketing activations and hospitality opportunities across both provinces.
Beyond branding rights, the partners can develop integrated marketing campaigns and hospitality experiences. Their announcement did not disclose the financial terms of the extension.
BetMGM has also agreed to follow the NFL’s integrity policies and responsible gambling initiatives. The companies said their continued collaboration would address both the integrity of games and protections for customers choosing to wager.
The renewal builds on BetMGM’s initial Canadian NFL agreement announced in August 2022. That arrangement provided access to official league marks, advertising on NFL-operated digital platforms in Canada, and customer experiences connected to the league.
