BetMGM has announced a multi-year partnership extension with the National Football League (NFL) that sees it become one of the league’s Official Sportsbook Partners in Canada.

BetMGM was among the first operators to go live in Ontario’s regulated marker in April 2022. It will now have the rights to use official NFL marks in Canada and advertise on NFL-operated digital platforms throughout the region. Additionally, BetMGM will offer Canadian customers access to exclusive NFL experiences, says a press release.

This news complements BetMGM’s agreement with the NFL in the U.S. In 2021, the company became an Approved Sportsbook Operator of the NFL, earning the opportunity to run in-game television spots during the season.

“Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season,” said BetMGM CEO Adam Greenblatt. “We’re already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience.”

BetMGM becomes the NFL’s latest sportsbook partner in Canada. The league already has tie-ups with the Ontario Lottery and Gaming Corporation’s PROLINE, which was its first official Canadian sportsbook partner, and Flutter’s FanDuel brand.

Gavin Kemp, Senior Director of Corporate Partnerships, NFL Canada, added: “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.”