BetMGM Signs Multi-Year Vikings Deal in Canada

BetMGM now has a multi-year deal in place to serve as the official Sports Betting and Online Casino Partner of the Minnesota Vikings in Canada. It covers the NFL team's Canadian fan base, and it hands BetMGM one more position in the only two provinces that regulate iGaming: Alberta and Ontario.

There's a game tied to the deal too. Vikings Big Kick LuckyTap is live now, built by Design Works Gaming and exclusive to BetMGM Casino in Alberta and Ontario. That word, exclusive, carries weight. A title like this only turns up where the operator holds a licence and a team deal at the same time.

Matt Prevost, BetMGM's chief revenue officer, put the fan base at the centre of it. "Vikings fans bring a level of passion and loyalty that extends well beyond game day," he said. Prevost called BetMGM the home of one of North America's largest collections of sports-themed casino content, and said the company wants to pair sports fandom with iGaming while widening its footprint in Alberta.

Martin Nance, the Vikings' chief marketing officer, said his team wanted a closer working relationship with BetMGM and a bigger presence 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," he said.

Responsible play sits inside the agreement, not beside it. Educational resources, the GameSense platform and other player-support materials will be part of the partnership. Both sides have promised to advertise those tools right alongside the betting and casino products.