BetMGM renews Connor McDavid partnership, with focus on responsible gambling campaigns

BetMGM and three-time NHL Hart Memorial Trophy winner Connor McDavid have renewed their partnership. Under the new agreement, McDavid will continue to appear in the operator's responsible gambling campaigns across broadcast, digital and social media channels.

The campaigns are intended to reach new audiences and markets while raising awareness of the player protection tools available in the BetMGM app. These include deposit and stake limits, time-outs and self-exclusion options. A third responsible gambling advertisement featuring McDavid is due to launch soon.

BetMGM first signed McDavid as a brand ambassador in 2022, describing the deal at the time as a groundbreaking agreement. His likeness subsequently featured widely in marketing campaigns, promotions and social media content. The operator says the responsible gambling element of the deal has been a key part of the arrangement and has produced measurable changes in customer behaviour. According to the company, its "Mullet Over" campaign, launched in December 2025, has helped drive a 27% year-over-year increase in accounts with deposit limits in place.

BetMGM CEO Adam Greenblatt said McDavid's role shows that responsible gambling messaging can be both engaging and effective. He said the campaign has encouraged more players to use tools such as deposit limits to stay within their comfort levels, and that the company is proud to continue working with one of hockey's most respected figures.

Richard Taylor, BetMGM's director of responsible gambling, said player protection and quality entertainment go hand in hand. He noted that the partnership has helped make responsible gambling more relevant to sports fans, and that growing use of the company's tools and resources points to the impact of the initiatives.

McDavid himself pointed to the importance of discipline and sound decision-making in both hockey and sports betting. He said BetMGM gives players tools to help them keep control of their activity, and that responsible betting is essential to keeping the experience fun.

BetMGM says responsible gambling will remain a key focus as it continues its expansion. The company recently published its third-quarter 2026 financial report, which showed significant revenue increases despite a decline in monthly active players.