Canadian Gaming

BetMGM Extends NFL Partnership to Alberta’s iGaming Market

Posted on: October 23, 2026, 05:03h.

Last updated on: October 23, 2026, 05:03h.

Written by

Mark Keast Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.

Key Points

BetMGM renews its NFL partnership for another year, expanding the agreement beyond Ontario into Alberta
The deal allows BetMGM to use NFL branding, team logos and Super Bowl imagery in marketing
Both organizations emphasize responsible gambling and game integrity as central priorities of their renewed partnership

Seven weeks into the 2026 National Football League (NFL) season, BetMGM has renewed its partnership with the league and expanded the agreement to include Alberta’s newly regulated iGaming market.

BetMGM announces it has renewed its marketing partnership with the NFL in Canada. (Photo by Nic Antaya/Getty Images)

BetMGM extended its status as an Official Sports Betting Partner of the NFL in Canada.

The one-year extension builds on BetMGM’s original 2022 agreement with the NFL, which covered its launch in Ontario’s regulated market. BetMGM was one of the first operators to secure an Alberta license and go live there when the market launched in July.

NFL Branding Rights Continue

As part of the deal, BetMGM will continue to use NFL intellectual property, including the NFL shield, team marks and tentpole events like the Super Bowl in its Canadian marketing campaigns.

The partnership will also include integrated marketing activations and premium hospitality experiences.

Responsible gambling and game integrity are at the core of the relationship, said Matt Prevost, BetMGM’s chief revenue officer.

Responsible Gambling Remains Central Focus

“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,” he said. “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.”

BetMGM is offering a full complement of NFL betting markets for every game, including anytime touchdown scorer wagers, a wide variety of other player props, futures bets, and a wide range of live betting options.

Expanded Betting Markets and Features

Expanded Cash Out options allow players to settle eligible bets before the final outcome is determined.

“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,” said Gavin Kemp, general manager of NFL Canada.

Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.