BetMGM has renewed its partnership with National Hockey League (NHL) star Connor McDavid to further promote responsible gambling initiatives. McDavid, a three-time NHL Hart Memorial Trophy winner, has been an ambassador for BetMGM since March 2022 and has played a key role in the operator’s campaigns aimed at encouraging safer betting practices.
Renewed Focus on Player Protection
The extension of the partnership comes on the heels of BetMGM's “Mullet Over” campaign, which launched in December 2025 and has contributed to a 27% year-over-year increase in accounts with deposit limits. Under the renewed agreement, McDavid will continue to appear in responsible gambling content across broadcast, digital, and social media platforms. A third advertisement featuring McDavid is expected to air soon, aiming to reach new audiences and markets.
Tools and Programmes for Safer Betting
BetMGM’s responsible gambling campaign highlights a suite of player protection tools available through its app, including deposit and stake limits, time-outs, and self-exclusion options. The operator also integrates the GameSense programme, developed by the British Columbia Lottery Corporation and licensed to MGM Resorts, into its mobile and desktop platforms. This programme is designed to provide customers with additional resources for maintaining control over their betting activities.
Significance for Industry Stakeholders
For operators, affiliates, and regulators, BetMGM’s ongoing commitment to responsible gambling demonstrates the growing importance of player safety in regulated markets. The use of a high-profile sports ambassador like McDavid helps increase awareness and engagement among sports fans, potentially setting a standard for marketing and compliance strategies across the industry. As BetMGM continues to expand into new markets, the emphasis on responsible gambling may influence regulatory expectations and competitive dynamics.
Key takeaways
- BetMGM renews its partnership with NHL star Connor McDavid for responsible gambling campaigns.
- The "Mullet Over" campaign led to a 27% year-over-year increase in accounts with deposit limits.
- McDavid will continue to promote responsible gambling tools across various media platforms.
- BetMGM integrates GameSense and other player protection features as it expands into new markets.