BetMGM has renewed its partnership with Connor McDavid in a multi-year deal that keeps the National Hockey League player at the centre of the operator’s responsible-gambling advertising in Canada.
McDavid, a three-time Hart Memorial Trophy winner, will continue to feature in broadcast, digital and social-media content promoting tools in the BetMGM app. The company said the campaign will seek new audiences and markets while directing customers to deposit and stake limits, time-outs and self-exclusion options.
McDavid has been a BetMGM ambassador since March 2022. He said the operator’s tools help players stay in control, adding that keeping betting fun starts with betting responsibly.
A third responsible-gambling advertisement featuring McDavid was due to begin airing shortly after the Oct. 15 announcement. BetMGM said its earlier “Mullet Over” campaign, launched in December 2025, contributed to a 27% year-over-year rise in the number of accounts using deposit limits.
That commercial featured McDavid and former NHL player and actor Terry Ryan, and aired in both Canada and the United States, as well as on digital platforms. It followed the 2024 “Carried Away” advertisement, after which BetMGM recorded year-over-year increases of 38% in deposit limits and 55% in stake limits in Ontario.
The campaign arrives in a Canadian market reshaped by the legalization of single-event sports betting. The Canadian Centre on Substance Use and Addiction has said the 2021 passage of Bill C-218 and Ontario’s opening of its online market to private operators in April 2022 increased both legal gambling opportunities and advertising, particularly during live sports broadcasts.
The centre also identified celebrity endorsements that pair sports with betting as a factor that can normalize gambling for young people. Ontario’s marketing rules require advertisements to be truthful and prohibit material that targets underage, high-risk or self-excluded people.
BetMGM’s responsible-gambling infrastructure also includes GameSense, which is integrated into its mobile and desktop platforms and available at MGM Resorts properties. As covered in September, BetMGM and MGM Resorts pledged a combined $320,000 to responsible-gaming initiatives during Responsible Gaming Education Month.
BetMGM, formed by MGM Resorts International and Entain Plc, said it now offers mobile and retail products in 31 markets.
