BetMGM Named Official Betting, Casino Partner of Minnesota Vikings

^{BetMGM has signed a multi-year marketing agreement with the Minnesota Vikings, becoming the NFL team's official sports betting and online casino partner across Canada. (Image: Courtesy of BetMGM)}

BetMGM has been named the Official Sports Betting Partner and Online Casino Partner of the Minnesota Vikings in Canada under a new multi-year agreement.

The deal gives the operator rights to use Vikings marks across approved sports betting, casino and marketing activities in the country, BetMGM said in a release Sept. 10.

Alongside the partnership, BetMGM launched Vikings Big Kick LuckyTap, a sports-themed casino game built by Design Works Gaming in which players try to kick a football through the goalposts.

The game is live now exclusively on BetMGM Casino in Alberta and BetMGM Ontario, the operator's only two live Canadian markets.

A Deal Built Around a US Team's Canadian Rights

The Vikings are based in Minneapolis, but this agreement covers the team's marketing and gambling-related rights in Canada specifically.

That lets an NFL franchise sell its Canadian brand rights to an operator separately from any sponsorship arrangements it runs at home.

"Vikings fans bring a level of passion and loyalty that extends well beyond game day."

So said Matt Prevost, chief revenue officer at BetMGM, who added the operator is "uniquely positioned to combine sports fandom with iGaming" as it expands its reach in Canada to the Alberta online casino market.

"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."

That comment came from Martin Nance, the Vikings' chief marketing officer, who said the partnership aims to "create memorable experiences that celebrate Vikings football and connect with Canadian fans."

Timed to Kickoff and BetMGM's Alberta Launch

The announcement lands in NFL Week 1, when Canadian sportsbook and casino marketing typically peaks alongside the return of football.

It also follows BetMGM's entry into Alberta on July 13, 2026, the company's first international expansion since it launched in Ontario in 2022.

Alberta's private online gambling market opened to registered operators that same day, giving BetMGM a second Canadian jurisdiction to run the Vikings tie-in alongside its existing Ontario online casino business.

BetMGM did not disclose the length or financial terms of the Vikings agreement.