Details of The Partnership
BetMGM has announced a multi-year partnership with the NFL, making the operator an official sportsbook partner of the league in Canada. The terms of the agreement allow BetMGM the rights to NFL branding in Canada and advertise on NFL-operated platforms throughout the country. In return, BetMGM will offer its new Canadian customer base with exclusive NFL experiences.
“Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season,” BetMGM CEO, Adam Greenblatt said. “We’re already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience.”
Ontario Mystery Raising Questions
BetMGM was among the very first operators to go live in Ontario when it launched this year on April 4. While Greenblatt refers to the “great interest” that Ontario customers allegedly have, this has yet to be confirmed as Ontario has yet to release any sort of revenue report indicating the market’s status, despite it launching over four months ago.
In May, representatives from iGaming Ontario and the Alcohol and Gaming Commission of Ontario announced that the quarterly reports were coming following the provincial election on June 2. The province is now long past the time frame where quarterly results would be tallied and this is leaving everyone wondering what the hold up is.
The only operator that has given any insight into their performance in the province thus far is PointsBet, which had their quarterly earnings call in late July that detailed their numbers.
Other BetMGM News
This announcement is coming on the heels of a large multi-faceted, multi-year agreement with the MLB that makes MGM Resorts International the official gaming sponsor of the league, among other things. In recent months they have also expanded their partnership with both the NHL and the PGA Tour to continue their role as an official sports betting partner of both leagues.
In 2021, BetMGM also became an approved sportsbook operator of the NFL which has given them the right to in-game advertising and television exposure. So BetMGM’s new partnership with the NFL in Canada is really just an extension of their current influence.
“We are thrilled to be working with BetMGM in Canada as an Official Sportsbook Partner,” said Gavin Kemp, Senior Director of Corporate Partnerships of NFL Canada. “BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways.”
Other agreements of note from the year include one with Carnival Corporation to offer cruise ship gaming, becoming an official sports betting operator of the Houston Astros, as well as several partnerships with professional athletes.
Outlook for BetMGM
BetMGM is undoubtedly a premier gaming operator in the U.S. which is particularly unique given its MGM Resorts influence which can offer customers tons of accommodations at participating locations. But 2022 and 2023 already offer more opportunities for growth for the gambling giant.
BetMGM has already secured a partnership with Kansas Star Casino ahead of the Kansas launch that is trying to get the green light prior to the NFL season. While there are several other states who have already legalized or are close to, which BetMGM will surely receive licensing at, the big question is California. BetMGM is one of the operators who is helping to fund and promote the launch of sports betting in the state, which is being voted on by Californians in November. This poses one of the biggest opportunities for advancement for BetMGM who will definitely get this added to their portfolio if/when sports betting does launch.