BetMGM has renewed its partnership with National Hockey League (NHL) player Connor McDavid. A three-time NHL Hart Memorial Trophy winner, McDavid has served as a BetMGM ambassador since March 2022 and has appeared in the operator’s responsible gambling initiatives.
The partnership extension seeks to further increase the promotion of responsible gambling, following a 27% year-over-year increase in accounts with deposit limits since the launch of BetMGM’s “Mullet Over” campaign in December 2025.
“Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,” said Adam Greenblatt, Chief Executive Officer, BetMGM. “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.”
Under the renewed agreement, McDavid will continue to feature in responsible gambling content across broadcast, digital, and social media platforms. The campaign will reach new audiences and markets, with a third advertisement featuring McDavid set to air soon.
The campaign promotes BetMGM’s player protection tools, including deposit limits, stake limits, time-outs, and self-exclusion options, which customers can access through the BetMGM app.
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.”
BetMGM operates in 31 markets, offering mobile and retail betting services. The company said responsible gambling remains a priority as it expands into new markets and introduces new features.
It also provides GameSense, a responsible gambling programme developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Integrated into BetMGM’s mobile and desktop platforms, the programme offers customers access to the same GameSense experience available at MGM Resorts properties.
GameSense complements BetMGM’s existing responsible gambling tools, which aim to support a safe betting experience.
“We believe player protection and great entertainment go hand in hand,” said Richard Taylor, Director of Responsible Gambling at BetMGM. “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.”