BetMGM, Minnesota Vikings Reach Canada Sports Betting Deal

The Minnesota Vikings have added a new betting partner, but not in the US.

The NFL team announced that BetMGM Sportsbook will become its official sports betting partner in Canada for the next few seasons. The deal will allow the operator to use Vikings branding on its sportsbook and in advertising nationwide. The platform is currently available in Ontario and Alberta.

The partnership also extends to cover BetMGM’s online casino, which includes exclusive games using the Vikings logo.

Vikings Look To Expand North

The new deal comes as the Minnesota Vikings look to build their brand and fanbase in the Great White North. The deal is expected to help them expand into the country they share a border with. 

Vikings Chief Marketing Officer Martin Nance shared as much in a press release announcing the deal.

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. Their commitment to innovation and fan engagement aligns well with our organization, and we’re excited to create memorable experiences that celebrate Vikings football and connect with Canadian fans in new and meaningful ways.

Sports betting remains illegal in Minnesota, making an in-state betting partnership impossible.

BetMGM Continues to Focus on Canada

BetMGM’s valuable new deal comes as the operator expands across Canada. Its sportsbook was one of the first to launch in Ontario in April 2022, and expanded into Alberta this summer. 

The operator is building its online casino platform in Alberta, where the gambling market has been expanding. 

The shift north comes as the US sports betting industry remains in flux, as the fight over sports prediction markets continues. While the White House has supported the controversial industry, Canada has viewed it as a clear form of gambling. This makes the northern country a safer market for the Las Vegas-based operator, which has avoided launching its own prediction platform.

BetMGM Set Up For Success in Minnesota

Minnesota has been unable to legalize sports betting, but that doesn’t mean it won’t happen soon. The spread of legal betting to neighboring states and Ontario, along with the rise of sports prediction markets, is pressuring lawmakers as they watch tax revenue leak across its borders. 

This could lead to legalization as soon as 2027, though that remains far from guaranteed.

By signing a multi-year partnership, BetMGM is establishing a betting partnership with the Vikings. Should the state legalize sports betting, that could give the operator an edge in the large Midwest market. Even if the state doesn’t allow sports teams to hold sports betting licenses, the brand exposure could help it capture significant market share in the North Star State.