BetMGM’s New Responsible Gambling Ad Benefitting From Connor McDavid’s Torrid Scoring Pace
Posted on: December 18, 2025, 12:32h.
Last updated on: December 18, 2025, 01:14h.
- Three-time NHL Hart Memorial Trophy winner teams up with BetMGM to spotlight responsible gambling tools
- Ad is running in Canada and the US, and on digital platforms
- This is the second McDavid BetMGM responsible gambling ad
BetMGM has launched a new Connor McDavid responsible gambling TV advertisement, and it certainly doesn’t hurt the potential impact of the ad’s messaging that “McJesus'”on-ice performance has been elite of late.
That’s according to David Soberman, a professor of marketing (and the Canadian National Chair in Strategic Marketing) at the Rotman School of Management of the University of Toronto. McDavid’s Edmonton Oilers, a Stanley Cup favorite going into the NHL season, are 6-3-1 in their last 10 games. The Oilers sit sixth in the Western Conference, and are rising.
McDavid, after a slow start, has been on a tear of late, and now sits second in the NHL in scoring with 56 points, including 20 goals, in 34 games. He’s just two points behind Nathan MacKinnon of the Colorado Avalanche.
Lighthearted Take On Hockey-Themed Hairstyle
“I think the ad is very impactful for two reasons,” said Soberman. “One, it’s clever. And two, Connor McDavid is in it. Anytime you see Connor McDavid, you pay attention. He’s pretty much the best hockey player in the world.”
Soberman says the ad is also benefitting from good timing because McDavid is “on fire right now.”
It’s just crazy. And so now, when you have a guy who’s basically lighting up the league but also appearing in an ad, the timing is fortuitous. It also helps the ad’s messaging. Sometimes that happens in marketing.”
In an email statement, the sportsbook operator said the last time they joined forces with McDavid for a responsible gambling ad in 2024, called “Carried Away,” there was a notable increase in the use of BetMGM’s responsible gambling tools.
Following the campaign, BetMGM reported a 38% year-over-year increase in Ontario bettors using deposit limits, which cap the amount a player can deposit within a set timeframe. The company also said there was a 55% increase in bettors using stake limits, which restricts the amount wagered on a single bet.
Impact of Ads on Bettors
For those who haven’t seen the new ad called “Mullet Over,” it’s a humorous take on hockey “mullets,” which is a hairstyle where men shave the sides of their hair short and crop it short on top, but grow the hair long in the back. McDavid stars alongside former NHL player and actor Terry Ryan in the ad.
“Mullet Over” promotes responsible play by reminding customers about BetMGM’s in-app responsible gambling tools and resources. The spot is running in the US and Canada, as well as on digital platforms.
The ad was directed and produced by New York-based creative agency CAPE in collaboration with BetMGM’s creative and responsible gambling teams.
Humor Works
“[McDavid] looks really good,” Soberman said. “The ad looks quite genuine. I think a lot of people might look at this and say, I am losing way too much money with my gambling, or my wife’s really angry with me. And maybe I should take a look at this stuff. I think that’s a big plus.”
Soberman added that while gambling is meant to be a fun activity, for some, it can become an addiction with very damaging effects. “That message coming from a very prominent spokesperson is very positive,” he said.
Soberman added that the ad is also effective because it’s humorous. “Humor is always a good way to break through the clutter,” he said. “And it’s a good message, right?”
The messaging, which urges bettors to stay in control of their wagering, is designed to resonate with viewers, much like a popular FanDuel ad from the holidays in 2022.
New Ad Standards Bill Coming
Canada has its new National Framework on Sports Betting Advertising Act flowing through Parliament now. If passed into law, it will set new guardrails for the industry when it comes to sports betting advertising.
Ontario’s Alcohol and Gaming Commission, which regulates gaming and its related advertising in the province, banned the use of sports celebrities from promoting online gaming in 2023. But they welcome ads that use sports celebrities like McDavid to promote responsible gaming messaging.
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