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BetMGM is the Minnesota Vikings’ new betting partner, and the deal only pays off north of the border.
The operator signed a multi-year agreement Thursday naming it the Vikings’ official sports betting and online casino partner in Canada. The agreement gives BetMGM rights to use Vikings marks and player likenesses across approved sports betting, online casino and marketing activity in the country.
What the deal actually includes
The partnership arrives with its own centrepiece. Vikings Big Kick LuckyTap, a Vikings-branded casino game built by Design Works Gaming, is live now, exclusively at BetMGM Casino in Alberta and Ontario. Players kick a virtual football through the goalposts for a shot at a payout, the kind of quick, tap-and-go format Design Works has built its LuckyTap line around.
Matt Prevost, BetMGM’s chief revenue officer, tied the timing to the calendar rather than the game itself:
“Vikings fans bring a level of passion and loyalty that extends well beyond game day,” Prevost said. “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.”
That Alberta reach is recent. BetMGM launched its Alberta sportsbook and casino on July 13, 2026, its first new Canadian market since entering Ontario back in 2022. The Vikings deal now covers both provinces, the only two places in the country where BetMGM currently takes a bet or a casino wager.
Why Canada, not Minnesota, is the market that matters
Here’s the part the release does not spell out. Minnesota has no legal online sports betting and no legal online casino. None of it. Every dollar BetMGM stands to make off this deal comes from north of the border, not from the team’s own backyard.
Which makes the Canadian side of the Vikings’ fan base, concentrated in border cities like Thunder Bay, Ontario, the only fans this partnership can actually be built around. It’s also a different route than the one FanDuel already took. The NFL’s own Official Sportsbook Partner status in Canada belongs to FanDuel, extended north this year alongside a separate Canadian daily fantasy deal the league struck with DraftKings. BetMGM skipped past the league altogether and locked up one team directly.
Financial terms of the agreement were not disclosed.
BetMGM pointed to GameSense, the responsible gambling program the British Columbia Lottery Corporation developed and licenses to operators across Canada, as one of the tools built into its desktop and mobile platforms alongside the new marketing push.
For a franchise that cannot legally take a single wager at home, north of the border was always going to be where this partnership actually cashed out. As Martin Nance, the Vikings’ chief marketing officer, put it:
“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,” Nance said. “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.”
