BetMGM has renewed its partnership with Edmonton Oilers player Connor McDavid in a multi-year extension centred on responsible-gambling messaging. The agreement follows the operator’s report that its “Mullet Over” campaign, which featured McDavid, contributed to a 27% year-over-year increase in accounts with deposit limits.
McDavid will continue to appear in responsible-gambling material across BetMGM’s broadcast, digital and social platforms in Canada. The campaign is intended to reach new audiences and markets while promoting tools available in the BetMGM app, including deposit limits, stake limits, time-out features and self-exclusion.
The company announced the renewal on Oct. 15. McDavid, a three-time Hart Memorial Trophy winner, has been a BetMGM brand ambassador since March 2022. BetMGM said responsible gambling remains a central focus as it enters new markets and introduces new features; it offers mobile and retail products in 31 markets.
“Mullet Over” launched in December 2025 and paired McDavid with former NHL player and actor Terry Ryan in a hockey-themed commercial. It followed BetMGM and McDavid’s 2024 “Carried Away” responsible-gambling advertisement.
BetMGM previously said “Carried Away” was followed by a 38% year-over-year rise in Ontario players using deposit limits and a 55% increase in Ontario players using stake limits. Deposit limits cap the amount that can be deposited during a set period, while stake limits restrict the amount wagered on an individual bet.
The operator also provides the GameSense programme, developed and licensed by the British Columbia Lottery Corporation, across its mobile and desktop platforms and at MGM Resorts properties. A third responsible-gambling advertisement featuring McDavid is due to begin airing soon.
