BetMGM announced on Sept. 10, 2026 that it signed a multi-year partnership with the Minnesota Vikings, naming BetMGM the team’s Official Sports Betting Partner and Online Casino Partner in Canada, according to GlobeNewswire PE. The company said the agreement includes the launch of an exclusive Vikings-themed casino game ahead of football season, according to GlobeNewswire PE.
Rights in Canada and use of Vikings marks
BetMGM said the partnership gives it rights to use Vikings marks across approved sports betting, online casino, and marketing activities in Canada, according to GlobeNewswire PE. The announcement was issued by BetMGM LLC from Toronto, Ontario, and distributed via Globe Newswire.
Exclusive Vikings-themed casino game in Alberta and Ontario
BetMGM said “Vikings Big Kick LuckyTap,” a casino game by Design Works Gaming, is available now exclusively at BetMGM Casino in Alberta and Ontario. BetMGM said the game is designed for quick gameplay and that players can win by successfully kicking a football through the goalposts.
The company said it launched in Alberta on July 13, 2026, and described that launch as its first international expansion since entering Ontario in 2022.
Executive comments and stated market focus
Matt Prevost, Chief Revenue Officer at BetMGM, said that “Vikings fans bring a level of passion and loyalty that extends well beyond game day,” and said BetMGM has “one of the largest collections of sports-themed casino content in North America.” Prevost said BetMGM is “eager to start football season off strong with another fantastic partnership,” and referenced expanding its reach in Canada to Alberta.
Martin Nance, Chief Marketing Officer of the Minnesota Vikings, said the Vikings are “proud to welcome BetMGM as the team’s official sports betting and online casino partner in Canada,” and said BetMGM’s “commitment to innovation and fan engagement aligns well” with the organization. Nance said the Vikings plan to “create memorable experiences that celebrate Vikings football and connect with Canadian fans in new and meaningful ways.”
Responsible gambling and platform integrations
BetMGM said responsible gambling remains a key focus as it expands into new markets and introduces new features. BetMGM said it provides resources intended to help customers play responsibly, including GameSense, which it described as an industry-leading program developed and licensed to BetMGM by the British Columbia Lottery Corporation.
BetMGM said GameSense is integrated within its mobile and desktop platforms and that customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties. BetMGM said GameSense complements its existing responsible gambling tools.
BetMGM’s release included age and jurisdictional restrictions stating “Alberta (18+) and Ontario (19+) only,” and included a “Please play responsibly” message along with references to mental health and well-being resources in Alberta and Ontario.
