Canadian Gaming

BetMGM Extends Connor McDavid Deal, Cites 27% Surge in Deposit Limit Accounts

Posted on: October 15, 2026, 05:51h.

Last updated on: October 16, 2026, 04:14h.

Written by

Mark Keast Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.

Key Points

BetMGM has renewed its partnership with NHL superstar Connor McDavid, emphasizing responsible gambling and player protection
BetMGM credits its “Mullet Over” campaign with helping increase accounts using deposit limits by 27%
McDavid will appear in additional responsible gambling advertisements promoting deposit limits and other player protection tools

BetMGM has extended its endorsement deal with Edmonton Oilers superstar Connor McDavid after a responsible gaming campaign featuring the NHL MVP drove a 27% increase in players using deposit limits.

Edmonton Oilers superstar Connor McDavid has renewed his partnership with BetMGM, with an ad campaign focused on responsible-gambling messaging. (Image: BetMGM)

Since joining BetMGM’s ambassador roster in March 2022, McDavid has starred in the operator’s responsible gaming campaigns, including its “Mullet Over” spot alongside former NHL player and actor Terry Ryan.

The advertisement used hockey-themed humor to promote disciplined wagering habits.

“Being disciplined and making smart decisions are big parts of hockey,” McDavid said. “They’re important when it comes to sports betting, too. BetMGM gives players tools that help them stay in control of their play, because keeping betting fun starts with betting responsibly.”

Responsible Gaming Campaign Metrics

BetMGM reported that the “Mullet Over” spot contributed to a 27% year-over-year surge in accounts setting deposit limits since its debut.

“Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,” said Adam Greenblatt, chief executive officer, BetMGM.

“The results of our campaign reflect how thoughtful messaging can drive meaningful action, with more players using tools like deposit limits to play within their comfort level.”

Future Campaign Push

McDavid will continue featuring across BetMGM’s broadcast, digital, and social channels, highlighting player-protection features such as deposit limits, stake caps, time-out settings, and self-exclusion options.

The operator confirmed a third responsible gaming commercial starring McDavid is set to air shortly.

“We believe player protection and great entertainment go hand in hand,” said Richard Taylor, BetMGM director of responsible gambling. “Our relationship with Connor has helped make responsible gambling more relevant to sports fans, and the increased adoption of our tools and resources shows the impact these efforts can have.”

Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.