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BetMGM Becoming Third Betting Site With NFL Partnership In Ontario

Robert Duff

by Robert Duff in Sports Betting News

Updated Aug 11, 2022 · 9:53 AM PDT

BetMGM, NFL sign Ontario partnership
Green Bay Packers quarterback Aaron Rodgers (12) hands off the ball to running back AJ Dillon (28) during training camp Wednesday, August 10, 2022, at Ray Nitschke Field in Green Bay, Wis. Dan Powers/USA TODAY NETWORK-Wisconsin Apc Packtrainingcamp 0810220626djp

BetMGM and the NFL may be American-owned and operated entities but they’re both a big deal in Ontario. Together, they believe they’ll be able to be even bigger and better.

Earlier this week, BetMGM announced a multi-year partnership extension with the National Football League (NFL). They are becoming one of the league’s official sportsbook partners in Canada. BetMGM was among the first operators to go live in Ontario. They were launching online sports betting and iGaming platforms in April of 2022.

BetMGM is the third online sports betting site to become an NFL official partner in Ontario. Ontario is the only Canadian province currently offering sports betting from privately-owned sportsbooks.

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

Part and parcel of this newly-expanded relationship is that it now enables BetMGM access to the rights to use official NFL marks in Canada. They can also advertise on NFL-operated digital platforms throughout the province. Additionally, BetMGM will offer Canadian sports bettors access to exclusive NFL experiences.

Last year, BetMGM reached an agreement with the NFL to become an approved sportsbook operator of the NFL. The pacts was earning them the opportunity to run in-game television spots during the season.

BetMGM is currently among 21 operators offering online and mobile sports betting to players across Ontario. Ontario is Canada’s most densely-populated province, with more than 14.5 million people.

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BetMGM The Third NFL Partner in Ontario

While the NFL doesn’t have a Canadian franchise, the biggest entity in North American sports does have a Canada-specific web site. The NFL recognizes how hugely popular it is on the northern side of the 49th parallel.

BetMGM is the the latest official sports betting partner to sign with the NFL in Ontario.

“We are thrilled to be working with BetMGM in Canada as an official sportsbook partner,” Gavin Kemp, director of corporate partnerships for the NFL, said in a statement. “BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways.”

FanDuel, OLG Also NFL Partners

As private sports betting sites were being welcomed into Ontario last spring, the NFL was moving quickly. They were aligning both with some of the incoming betting apps, as well as the government-operated site.

Proline launched its online sports betting site Proline+ in August of 2021. They also got the jump on the private sports betting operators when it came to working alongside the NFL. The NFL and OLG Proline first became official sports betting partners in February of 2022. That’s two months prior to the arrival of the privately-owned sports betting apps.

Under this exclusive five-year deal, OLG and Proline become an official retail lottery and sportsbook partner of the NFL in Ontario, and across Canada.

The agreement with Proline provides the OLG with variety of engaging football content delivered across OLG.ca and NFL digital platforms. There are also unique OLG/Proline and NFL events and promotions at retail and online with Proline+. Future plans are calling for exclusive player opportunities for Proline+ players.

In July of 2022, FanDuel Sportsbook agreed to a multi-year deal to become an official sports betting partner of the NFL. The agreement enables FanDuel to utilize NFL and team logos. It also provides FanDuel the rights to produce free-to-play NFL-based games for Canadian players. As well, FanDuel can operate league-themed promotional campaigns, such as trips to NFL games, including the Super Bowl.

Proline Launches New App

Proline+ is seeking to assure that they maintain a presence in the Ontario market in competition with the top American sports betting apps. As the NFL regular season approaches, the OLG this week is launching a new sports betting app. This new app is combining the current bet building functionality for in-store purchases with direct online wagering. It packages it all into one integrated app. The idea is to create an exclusive new betting experience for Ontario sports fans.

“The new app gives players the unprecedented ability to make a sports bet directly on the app or at retail using the bet builder functionality,” Dave Pridmore, the OLG’s Chief Digital & Strategy Officer, said in a statement.

The new app is designed for both retail and online players. It’s the first of its kind to be introduced to the Ontario gaming market. Players can place and pay for live bets in real-time on the new Proline+. They can also choose to build bets and generate a barcode on the app. This barcode is usable for purchasing Proline tickets at the nearly 10,000 retail locations across the province.

According to OLG reporting, 23% of all the wagers it handles are on NFL odds.


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