BetMGM has formed a new multi-year agreement with the Minnesota Vikings National Football League (NFL) franchise, naming the operator as the team’s official sports betting and online casino partner in Canada.
As a result of the agreement, BetMGM was also granted the ability to use Vikings marks across approved sports betting, online casino and marketing activities in Canada, resulting in the new Vikings Big Kick LuckyTap title going live exclusively in Ontario and Alberta.
“Vikings fans bring a level of passion and loyalty that extends well beyond game day. As the home of one of the largest collections of sports-themed casino content in North America, BetMGM is uniquely positioned to combine sports fandom with iGaming,” BetMGM CRO Matt Prevost said.
“We are eager to start football season off strong with another fantastic partnership especially as we expand our reach in Canada to Alberta.”
BetMGM officially launched in Alberta once the province’s fully regulated market debuted on July 13, representing the operator’s first international expansion since arriving in Ontario during 2022.
While playing Vikings Big Kick LuckyTap, online casino players attempt to successfully kick a football through the goal posts, with multipliers seemingly available for converting multiple kicks in a row.
Minnesota Vikings CMO Martin Nance also spoke on the new collaboration, having said, "As we continue to deepen our connection with Vikings fans across Canada, we're proud to welcome BetMGM as the team's official sports betting and online casino partner in Canada.
“Their commitment to innovation and fan engagement aligns well with our organization, and we're excited to create memorable experiences that celebrate Vikings football and connect with Canadian fans in new and meaningful ways."
Just prior to the football season beginning on August 29, BetMGM introduced new enhancements to its sportsbook product, including expanded cash out features, betting insights, a rewards hub and improved live betting and bet building experiences.
The expanded cash out features have become a recent trend for sports betting operators over the past 12 months, as user frustration over injuries and early player exits has slowly grown for NFL and college football bettors.
BetMGM launched its new ‘It Happens Here’ campaign on August 31, with additional content planned to run across TV, social, digital, out-of-home and retail properties over the coming months
