BetMGM extends Connor McDavid ambassador deal in multi-year renewal

BetMGM has renewed its ambassador agreement with Edmonton Oilers forward Connor McDavid, extending a partnership that began in 2022, EGR reports.

Under the new multi-year deal, McDavid will keep appearing in the operator's safer gambling messaging across television, digital and social media, with a third responsible gambling advertisement featuring him now planned.

The adverts are built around BetMGM's in-app safety controls, among them limits players can set on deposits and stakes, a feature allowing users to pause their account temporarily, and full self-exclusion.

McDavid previously fronted BetMGM's 'Mullet Over' campaign, which launched in December 2025. BetMGM said the campaign drove a 27% year-on-year rise in the number of customer accounts using deposit limits.

BetMGM chief executive Adam Greenblatt credited the campaign's messaging for the shift in player behaviour, saying McDavid had been "an exceptional partner in helping us show that responsible gambling can be both engaging and effective."

Greenblatt added that "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," and said the operator was "proud to continue working with one of hockey's most respected leaders to ensure that gaming is always fun and entertaining."

McDavid said discipline and smart decision-making mattered both on the ice and in betting, noting that "BetMGM gives players tools that help them stay in control of their play, because keeping betting fun starts with betting responsibly."

The renewal follows an update to BetMGM's terms of service earlier this year introducing sanctions for customers who abuse professional athletes, a policy developed alongside responsible gaming platform GameSense.

BetMGM, a 50-50 joint venture between Entain and MGM Resorts International, reported third-quarter revenue of $710m this week, up 7% year on year.