BetMGM announced Thursday it renewed its four-plus-year ambassadorial partnership with Edmonton Oilers captain Connor McDavid to promote responsible gaming on its online platform.
- McDavid says discipline and smart decisions are just as important when betting as they are in hockey.
- The campaign will reach new audiences and markets.
- McDavid will star in an ad that will be released “soon.”
The three-time Hart Memorial Trophy winner will continue appearing in BetMGM’s responsible gambling content across broadcast, digital, and social platforms in Canada.
“Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,” said Adam Greenblatt, BetMGM chief executive officer. “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. We're proud to continue working with one of hockey’s most respected leaders to ensure that gaming is always fun and entertaining.”
The campaign will open responsible gaming initiatives to new audiences now that Alberta’s competitive iGaming market is live after a summer launch. Players can use deposit and stake limits, time-out features, and self-exclusion tools through the BetMGM app.
A third responsible gambling ad featuring McDavid will begin airing soon, BetMGM said.
“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.”
McDavid, BetMGM tout responsible play
McDavid and his Oilers appeared in the 2024 and 2025 Stanley Cup Final, losing both times to the Florida Panthers.
When McDavid isn’t dominating the ice, he’s helped contribute to BetMGM’s growing responsible gaming initiative. BetMGM says its Mullet Over campaign, launched in December 2025, contributed to a 27% year-over-year increase in accounts with deposit limits.
“We believe player protection and great entertainment go hand in hand,” said BetMGM director of responsible gambling Richard Taylor. “Our relationship with Connor has helped make responsible gambling more relevant to sports fans, and the increased adoption of our tools and resources show the impact these efforts can have.”
The announcement affirmed that responsible gaming is a “key focus” for BetMGM, which is still expanding into new markets and adding new features for customers. The app offers GameSense, a responsible gambling program developed by the British Columbia Lottery Corporation and licensed to MGM Resorts.
One of BetMGM’s new markets is Alberta, which completed a 90-day transition period earlier this week. At least 50 operators registered with the Alberta iGaming Corporation, which provided the grace period to allow “grey-area” operators to receive the necessary licensing before subjecting them to regulatory action.
BetMGM is licensed to offer both online casino gaming and sports betting in Alberta and Ontario.
Alberta’s iGaming advertising rules, like Ontario's, allow active and retired athletes to promote gambling operators only in ads devoted exclusively to responsible gambling messaging.
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NHL odds
The Oilers' new campaign is off to a strong start, with the team currently 5-0-1. McDavid is currently pacing the league in points (17) and assists (13), and he leads all players in NHL MVP odds (+270).
BetMGM also lists the Oilers and Panthers at +800 in Stanley Cup odds, trailing only the Carolina Hurricanes and Colorado Avalanche (+700 each).
