As the new NFL season begins, the Minnesota Vikings have signed BetMGM as the team’s official sports betting and online casino partner in Canada.
In a partnership which both parties hope will boost their appeal, BetMGM gets the rights to use Minnesota Vikings team and player marks across its betting, casino, and marketing activities in Ontario and Alberta. BetMGM has also launched an exclusive Vikings-branded casino game in both provinces.
BetMGM Sportsbook and Casino has operated in Ontario’s regulated iGaming market since 2022 and in Alberta’s since the market launch date of July 13, 2026.
Canadian engagement important to Vikings
In contrast, neither online sports betting nor online casino is legal in Minnesota, despite repeated efforts to change that landscape. The most recent legislation attempting to authorize online sports wagering in Minnesota stalled less than three weeks after it was introduced in March 2026, as it failed to advance out of its first committee.
While betting on the Minnesota Vikings is not legal in their home state, the team’s Chief Marketing Officer, Martin Nance, suggested that collaborating with one of the most popular gaming brands in Canada will help the Vikings better connect with their existing Canadian fans.
Minnesota borders western Ontario, with the two regions mostly separated by lakes and rivers, including a section of Lake Superior close to the city of Thunder Bay, Ont.
“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,” said Nance. “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.”
BetMGM launches exclusive Vikings casino game
As part of the deal, BetMGM has introduced an exclusive new Minnesota Vikings game on its casino platform in Alberta and Ontario called Vikings Big Kick LuckyTap.
Created by one of BetMGM’s prominent game developer partners, Design Works Gaming, the game allows players to win jackpots by successfully kicking a football through the goalposts at a facsimile of the Minnesota Vikings’ U.S. Bank stadium.
“Vikings fans bring a level of passion and loyalty that extends well beyond game day,” said BetMGM Chief Revenue Officer Matt Prevost. “As the home of one of the largest collections of sports-themed casino content in North America, BetMGM is uniquely positioned to combine sports fandom with iGaming.
“We are eager to start football season off strong with another fantastic partnership, especially as we expand our reach in Canada to Alberta.”
Sportsbooks upgrade for NFL season
Like most major sportsbooks, BetMGM introduced a slate of new features and upgrades to mark the start of the new football season.
In BetMGM’s case, those included:
- Expanded mid-game cash-out features
- ‘BetDefense’ first-quarter player injury protection (although this is unavailable in Alberta and Ontario)
- Exclusive bonuses and special odds tied to NFL Thursday night football games
- Football-themed casino games
- An ‘Ultimate Teams’ free-to-play prize game
