BetMGM Renews Partnership With Connor McDavid

The NHL star will continue his role as a brand ambassador focused on promoting responsible gambling tools across Canada.

Updated on Oct. 15, 2026 in Gambling

Bold vector editorial illustration featuring stacked circular game tokens and a prism, representing responsible gambling and player protection. — BetMGM has renewed its partnership with NHL star Connor McDavid to continue promoting responsible gambling tools and player safety across Canada. AI Illustration. Upload story photo >

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BetMGM has officially renewed its multi-year partnership with NHL superstar Connor McDavid. The collaboration remains centred on advancing responsible gambling initiatives and player protection across the Canadian market.

Why it matters

The partnership aims to drive the adoption of responsible gambling tools and player safety features among the betting public. It leverages high-profile campaigns to normalize the use of deposit limits and other self-regulation features.

BetMGM operates in 31 markets and integrates GameSense programs licensed from the British Columbia Lottery Corporation. The platform offers users deposit limits, stake limits, time-out features, and self-exclusion options.

The players

Connor McDavid

He is a professional hockey player and captain of the Edmonton Oilers in the National Hockey League.

BetMGM

It is a sports betting and gaming company headquartered in New Jersey that operates across 31 markets.

British Columbia Lottery Corporation

This is a provincial crown corporation responsible for operating gambling activities in British Columbia and developing responsible play programs.

The details

Since the launch of the Mullet Over campaign in December 2025, BetMGM has seen a 27 per cent year-over-year increase in users setting deposit limits. McDavid will continue appearing in responsible gambling content across broadcast, digital and social media platforms to reach a wider audience.

Connor McDavid first joined the BetMGM ambassador roster in March 2022.
The Mullet Over campaign launched in December 2025.
The renewal of the partnership was announced on October 15, 2026.

Culture Shift

The integration of established responsible gambling frameworks into private betting platforms marks a departure from purely promotional marketing strategies. By adopting programs like GameSense, the industry is shifting toward prioritizing player protection alongside commercial expansion.

Canadian users of the platform can expect continued access to protective features like deposit and stake limits alongside new responsible gambling advertisements. Residents should note that age requirements for gambling remain 18+ in Alberta and 19+ in Ontario.

The takeaway

The partnership highlights an industry-wide trend of using professional athletes to destigmatize the use of safety tools in betting apps. Players are encouraged to utilize available self-exclusion and limit features to maintain healthy engagement with gaming platforms.