BetMGM Renews Connor McDavid Deal as Deposit Limit Use Jumps 27%

^{The online casino and sportsbook operator says its “Mullet Over” campaign has contributed to a 27% rise in accounts with deposit limits.}

BetMGM is extending its multiyear partnership with Edmonton Oilers captain Connor McDavid.

The operator announced the renewal Thursday, tying it to a campaign called “Mullet Over” that launched in December 2025.

BetMGM said the campaign has contributed to a 27% year-over-year increase in the number of accounts with deposit limits, one of several player protection tools built into its app.

What the Renewal Covers

McDavid, a three-time Hart Memorial Trophy winner, has appeared in BetMGM’s responsible gambling messaging since joining as an ambassador in March 2022.

Under the renewed deal, McDavid will continue to appear in BetMGM’s responsible gambling content across broadcast, digital and social platforms in Canada.

The content will promote deposit limits, stake limits, time-out features and self-exclusion options, all accessible directly inside the BetMGM Ontario and BetMGM Alberta apps. 

BetMGM said a third responsible gambling ad featuring McDavid will begin airing soon.

“Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,” said Adam Greenblatt, BetMGM’s CEO, in a news release.

Greenblatt said the results reflect how “thoughtful messaging can drive meaningful action,” with more players setting deposit limits to keep their play in check.

“Being disciplined and making smart decisions are big parts of hockey,” McDavid said in the release.

GameSense in the BetMGM App

BetMGM’s player protection suite includes GameSense, a program developed by the British Columbia Lottery Corporation and licensed to BetMGM.

GameSense has long been a fixture on Canadian casino floors, and BetMGM has built it directly into its mobile and desktop platforms.

BetMGM said the integration lets customers get the same GameSense experience they are used to at MGM Resorts properties, just through the app instead.

“We believe player protection and great entertainment go hand in hand,” said Richard Taylor, BetMGM’s director of responsible gambling, in the release.

Taylor said the partnership with McDavid has made responsible gambling more relevant to sports fans and pointed to rising adoption of the tools as evidence of its reach.

Alberta’s Rules on Athlete Ads

BetMGM already operates its regulated online casino and betting products in Ontario and in Alberta, which opened its own regulated iGaming market July 13.

Alberta, like Ontario, bans the use of sports stars in gambling advertising, except to promote responsible gambling, and the province has said it has not ruled out tougher advertising rules, as Casinos.com has reported. 

Critics have argued that an ad for BetMGM’s safer gambling tools is still an ad for BetMGM.

BetMGM said the campaign’s reach will expand to new audiences and markets as the McDavid partnership continues.

The company currently operates in 31 markets with a mix of mobile and retail offerings.