BetMGM, the sports betting outlet and joint venture between MGM Resorts International and gambling firm Entain, has expanded its deal with American football’s NFL to become an official sportsbook partner of the league in Canada.

As a part an extended multi-year relationship, BetMGM now has the rights to use official NFL marks in Canada and advertise on NFL-operated digital platforms throughout the region.

Additionally, the sports betting brand will offer Canadian customers access to exclusive NFL experiences.

BetMGM was among the first operators to go live in Ontario, having launched its online sports betting and iGaming platforms in April 2022.

The agreement in Canada complements BetMGM's existing deal with the NFL in the US.

In 2021, the company became an approved sportsbook operator of the league, securing rights to run in-game television spots during the season.

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Adam Greenblatt, BetMGM chief executive, said: "Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season.

"We're already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience."

Gavin Kemp, NFL Canada senior director of corporate partnerships, added: "We are thrilled to be working with BetMGM in Canada as an official sportsbook partner.

“BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways."