BetMGM has renewed its multiyear partnership with Connor McDavid, the three-time NHL Hart Memorial Trophy winner who has been a BetMGM ambassador since March 2022. The renewal keeps McDavid at the front of the operator's responsible gambling content across broadcast, digital and social channels.
BetMGM says the campaign will now expand to new audiences and markets. A third responsible gambling ad featuring McDavid is due to air soon.
What the deal covers
- Multiyear renewal: McDavid continues as a BetMGM ambassador, a role he has held since March 2022.
- Responsible gambling focus: his content promotes the player tools built into the BetMGM app, including deposit limits, stake limits, time-outs and self-exclusion.
- Wider reach: the campaign runs across broadcast, digital and social, and will be extended to new audiences and markets.
- New creative: a third responsible gambling spot with McDavid is set to air soon.
The results so far
BetMGM says McDavid's involvement in its responsible gambling initiatives has delivered measurable shifts in how customers manage their play. Since launching in December 2025, its "Mullet Over" campaign has contributed to a 27% year-over-year increase in the number of accounts with deposit limits.
BetMGM is available in 31 markets with mobile and retail offerings. Players also have access to GameSense, a responsible gambling programme developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. The operator is a joint venture between MGM Resorts International and Entain, founded in 2018 and headquartered in New Jersey.
What they said
Adam Greenblatt, Chief Executive Officer of BetMGM, said:
"Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,"
"The results of our campaign reflect how thoughtful messaging can drive meaningful action, with more players using tools like deposit limits to play within their comfort level. We're proud to continue working with one of hockey's most respected leaders to ensure that gaming is always fun and entertaining."
Connor McDavid said:
"Being disciplined and making smart decisions are big parts of hockey. They're important when it comes to sports betting, too. BetMGM gives players tools that help them stay in control of their play, because keeping betting fun starts with betting responsibly."
Richard Taylor, Director of Responsible Gambling at BetMGM, said:
"We believe player protection and great entertainment go hand in hand. Our relationship with Connor has helped make responsible gambling more relevant to sports fans, and the increased adoption of our tools and resources show the impact these efforts can have."
Gamitas view
Athlete endorsements in US sports betting are under closer scrutiny than ever, and BetMGM is using its biggest hockey name to carry a safer gambling message rather than a sign-up offer. The 27% rise in deposit-limit accounts gives the operator a measurable outcome to point to. The next test is whether that uptake holds as the campaign moves into new markets and audiences.
- PR Newswire
- 🇺🇸United States
- Partnership
