BetMGM has extended its multiyear partnership with ice hockey player Connor McDavid, keeping him as the lead figure in the operator’s responsible gambling content across broadcast, digital and social channels.
McDavid, a three-time winner of the NHL’s Hart Memorial Trophy, has worked with BetMGM since March 2022. The operator says the campaign will reach new audiences and markets, and a third responsible gambling advert featuring him is due to air shortly.
Campaign results
BetMGM said its Mullet Over campaign, launched in December 2025, coincided with a 27% year-on-year increase in the number of accounts using deposit limits. The messaging points players to controls available in the BetMGM app:
- Deposit limits
- Stake limits
- Time-outs
- Self-exclusion
Under the renewed agreement, McDavid will continue to appear in BetMGM’s television, online and social content. The operator has described the deal only as multiyear and has not published its length or financial terms.
Players can also use GameSense, a responsible gambling programme developed by the British Columbia Lottery Corporation and licensed to MGM Resorts.
What the company said
Adam Greenblatt, chief executive of BetMGM, said: “Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective.” He said the results showed “how thoughtful messaging can drive meaningful action”.
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Richard Taylor, director of responsible gambling at BetMGM, said: “We believe player protection and great entertainment go hand in hand.” He added that the relationship had helped make the topic “more relevant to sports fans”.
McDavid said: “BetMGM gives players tools that help them stay in control of their play.”
About BetMGM
BetMGM is a joint venture between MGM Resorts International and Entain. Founded in 2018 and based in New Jersey, it offers mobile and retail betting and gaming across 31 markets.
