BetMGM Canada’s Football Playbook: Sleek Tech, Legendary Moments and NFL Partnership with the Detroit Lions

BetMGM launches enhanced platform featuring faster execution, live same-game parlays and new “Make It Legendary” campaign starring Jon Hamm

Toronto, ON (Sept. 4, 2025) – As the 2025 football season kicks off, BetMGM Canada is redefining the fan experience with a bold brand refresh, cutting-edge product innovations and a partnership with the Detroit Lions, one of the sport’s most exciting teams.

“From the moment you open the BetMGM app and see our sleek new features, every interaction will feel seamless, rewarding and premium,” said Matt Prevost, Chief Revenue Officer, BetMGM. “With the return of football, we’re bringing our ‘Make It Legendary’ brand promise to life, delivering experiences that go beyond betting to celebrate the thrill of BetMGM – including, for the first time, the expansion of our partnership with the Detroit Lions into Canada.”

• Team Partnership: BetMGM Canada’s partnership with the NFL’s Detroit Lions reinforces its commitment to delivering an unmatched fan experience. The agreement includes co-branded content and in-game activations. BetMGM will also release two new Lions-branded casino games: Motor City Slingo and Gridiron Goal.

• The Ultimate Football Prize: BetMGM Canada will give away a trip for two to Super Bowl LX – including round-trip transportation aboard a private jet.  This is a free-to-enter contest that will launch later in September. No purchase or registration necessary. (Neither the NFL nor its affiliated entities are involved in sponsoring this contest. Entrants must be 19+ and live in Ontario.)

Innovative Product Upgrades: BetMGM is rolling out its fastest, most intuitive and rewarding app experience to date. The enhanced user experience features a sleek new look with dark theme, scrollable displays, new parlay builders, live same-game parlays, live tracking for Apple users and a redesigned rewards dashboard.

• Sophisticated Brand Refresh: BetMGM enters football season with a refined identity, marking its first major corporate brand repositioning. Developed with award-winning creative agency Highdive, the “Make It Legendary” campaign showcases BetMGM’s entertainment ecosystem – one that unlocks a world of elevated experiences and exceptional hospitality. The cinematic campaign stars EMMY® Award and Golden Globe Award-winning actor Jon Hamm, whose charisma captures the brand’s sophistication and excitement. The first of six commercials will premiere during the season opener.
• Responsible Gambling Commitment: BetMGM is amplifying its commitment to responsible gambling through the continued integration of GameSense® messaging at select stadiums. Developed by the British Columbia Lottery Corporation and licensed to MGM Resorts in 2017, GameSense is an industry-leading program that promotes positive, transparent and proactive engagement around responsible play. This season, GameSense messaging will be featured at 10 stadiums across the United States.

BetMGM currently operates in 29 markets with mobile and retail offerings. The BetMGM Sportsbook app is accessible on both iOS and Android, as well as via desktop at www.betmgm.com.

As BetMGM continues to expand into new markets and introduce new features, responsible gaming remains a key focus. Additionally, BetMGM is proud to provide resources to help customers play responsibly including GameSense, an industry leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Through the integration within BetMGM’s mobile and desktop platforms, customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties nationwide. This complements BetMGM’s already existing responsible gambling tools which serve to provide customers with an entertaining and safe digital experience.

For more information on BetMGM, follow @BetMGM on X.

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See BetMGM.com for Terms. 19+ to wager. ON Only. Subject to eligibility requirements. Please Play Responsibly. If you have questions or concerns about your gambling or someone close to you, please contact ConnexOntario at 1-866-531-2600 to speak to an advisor, free of charge.

About BetMGM

BetMGM is a market-leading sports betting and gaming entertainment company, pioneering the online gaming industry. Born out of a partnership between MGM Resorts International (NYSE: MGM) and Entain Plc (LSE: ENT), BetMGM has exclusive access to all of MGM’s U.S. land-based and online sports betting, major tournament poker, and online gaming businesses. Utilizing Entain’s U.S.-licensed, state-of-the-art technology, BetMGM offers sports betting and online gaming via market-leading brands including BetMGM, Borgata Casino, Party Casino and Party Poker. Founded in 2018, BetMGM is headquartered in New Jersey. For more information, visit https://www.betmgm.ca/en/sports/blog/.

Forward-Looking Statements

Statements in this release that are not historical facts are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, which involve substantial risks and/or uncertainties, including those described in MGM Resorts International’s public filings with the Securities and Exchange Commission. Forward-looking statements can be identified by the use of forward-looking terminology such as “believes,” “expects,” “could,” “may,” “will,” “should,” “seeks,” “likely,” “intends,” “plans,” “pro forma,” “projects,” “estimates” or “anticipates” or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. BetMGM has based forward-looking statements on management’s current expectations, assumptions and projections about future events and trends. Examples of these statements include, but are not limited to, BetMGM’s expectations its product innovations, promotions and partnerships. These forward-looking statements are not guarantees of future performance, conditions or results, and involve a number of known and unknown risks, uncertainties, assumptions and other important factors, that could cause actual results or outcomes to differ materially from those discussed in the forward-looking statements. Included among the important factors that could cause actual results or events to differ materially from those indicated in such forward-looking statements are: risks related to the effects of economic conditions and market conditions in the markets in which BetMGM operates, the significant competition within the gaming and entertainment industry; risks that the innovations, promotions and partnerships described herein are not implemented or are not implemented in the manner described herein; BetMGM’s ability to execute on its business plan; changes in applicable laws or regulations, particularly with respect to iGaming and online sports betting; BetMGM’s ability to manage growth and access the capital needed to support its growth plans; BetMGM’s ability to obtain the required licenses, permits and other approvals necessary to grow in existing and new jurisdictions, and additional risks and uncertainties described in MGM Resorts International’s Form 10-K, Form 10-Q and Form 8-K reports (including all amendments to those reports). In providing forward-looking statements, neither MGM Resorts International nor BetMGM is undertaking any duty or obligation to update these statements publicly as a result of new information, future events or otherwise, except as required by law. If MGM Resorts International or BetMGM updates one or more forward-looking statements, no inference should be drawn that it will make additional updates with respect to those other forward-looking statements.

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