BetMGM has signed a multi-year partnership with the Minnesota Vikings, becoming the NFL team’s Official Sports Betting Partner and Online Casino Partner in Canada.
The agreement gives BetMGM access to Vikings branding across approved betting, casino and marketing activities in the Canadian market, while also introducing an exclusive Vikings-themed slot to players in Alberta and Ontario.
Vikings-Themed Slot Launches
The partnership includes the launch of Vikings Big Kick LuckyTap, a casino game developed by Design Works Gaming and available exclusively through BetMGM Casino in Alberta and Ontario.
The game uses a football-themed format in which players attempt to kick the ball through the goalposts, adding an interactive element to the Vikings-branded casino experience.
The title is designed around quick gameplay and gives BetMGM another sports-themed product as it expands its casino offering in Canada.
BetMGM Expands Into Alberta
The Vikings agreement comes shortly after BetMGM entered Alberta on July 13, 2026.
The launch marked the operator’s first international market expansion since entering Ontario in 2022 and extends its Canadian presence beyond the province that hosted its initial launch.
BetMGM said the partnership will provide opportunities for fan activations, experiences and other activities designed to connect Vikings supporters across Canada with the team and its NFL season.
Sports and Casino Strategy Combined
For BetMGM, the deal brings together two of its core areas of business by linking sports betting with online casino content.
The operator has increasingly used sports franchises and licensed themes as part of its casino strategy, while the Vikings partnership gives it access to an established NFL fan base in Canada.
BetMGM Chief Revenue Officer Matt Prevost said the agreement would allow the company to combine sports fandom with its iGaming offering as it expands its Canadian reach.
Minnesota Vikings Chief Marketing Officer Martin Nance said the partnership would help the team strengthen its relationship with Canadian fans through new experiences and activations.
Responsible Gaming Remains Part of Expansion
BetMGM said responsible gambling will remain a focus as it enters new markets and expands its product offering.
The operator provides GameSense across its mobile and desktop platforms, alongside its existing responsible gambling tools. GameSense was developed and licensed to BetMGM by the British Columbia Lottery Corporation.
The Vikings partnership is therefore set to combine sports betting, online casino content and fan engagement as BetMGM continues building its presence across Canada’s regulated iGaming market.