Bodog is a brand under which numerous businesses have been and are marketed under license, including online gambling, a mixed-martial arts production, and a music label.

Calvin Ayre, Bodog's original founder, describes the brand licensing model as “not unlike the Virgin-branded venture capital organization founded by Richard Branson”. Bodog's founder stated that Bodog licensing group does not operate online gaming sites any longer. Instead, in a manner similar to a franchisor, Bodog licenses the Bodog brand to “brand licensees” within each of the US, Europe, and more recently Asia, which in turn hold their own, independent gaming licenses.

The Bodog brand is owned by an Antiguan licensing enterprise and is licensed to the Morris Mohawk Gaming Group to market the MMGG's online gambling services within the United States. Morris Mohawk's CEO is Alwyn Morris, a recipient of the Order of Canada. In a May 2009 interview, Morris describes the brand licensee relationship with Bodog as "a kind of franchise" and indicates that the MMGG website will continue to block Canadians. The Morris Mohawk Gaming Group operates its website, bodog.com, in Kahnawake, a native reserve in Quebec, Canada, pursuant to its online gaming license granted by the Kahnawake Gaming Commission. The MMGG site maintains an online sports and racebook, an online casino and an online poker room.

In addition to the Morris Mohawk Gaming Group's site, a second organization licenses the Bodog brand and operates bodog.co.uk, a Europe-facing site that blocks US players and holds its own gaming license granted by Antigua.

In April 2009, the Bodog licensing group announced that it signed a third brand licensing deal, with Haydock Sports within Asia. The companies stated that Haydock is headquartered in Manila, is run by the former Managing Director Asia for Victor Chandler, and operates pursuant to its own remote gaming license granted by First Cagayan in the Philippines.

The original “Bodog” online gaming company was founded in 1994 by Calvin Ayre.

Company

In addition to "for money" gambling sites, Bodog also operates Bodog.net, a "play money" poker site, as well as a television production division which produces shows such "Bodog Fight" and Calvin Ayre Wild Card Poker that appeared on Fox Sports Net.

In May 2007 Bodog garnered media attention with an entertainment bet that asked if Heather Mills ex-wife of former Beatle Paul McCartney would lose her prosthetic leg during taping of "Dancing with the Stars". "The Sopranos" season finale in June of 2007 was another popular prop bet for Bodog, as was the June 27, 2007 Paris Hilton-Larry King interview, in which the gambling Web site accepted wagers on what the hotel heiress would say and wear during her first televised interview following her release from a Los Angeles jail.

In 2006, Bodog launched a mixed martial arts (MMA) promotion called BodogFight. It aired on the Outdoor Life Network and The Fight Network (in Canada), as well as being broadcast online. BodogFight also had a distribution deal with ION Media Networks.