BetMGM, Connor McDavid Renew Responsible Gaming Partnership

BetMGM and the world’s best hockey player extended their agreement to promote responsible gaming.

The online casino and sports betting platform announced on Thursday it had renewed a relationship that had existed since early 2022 with Edmonton Oilers captain Connor McDavid. 

The three-time Hart Memorial Trophy winner has already starred in BetMGM-created  responsible gaming campaigns. He will be featured in upcoming content shared across multiple channels in Canada.

BetMGM, McDavid promote responsible gaming

McDavid is renowned as the best player in the National Hockey League (NHL). His starpower has been key in helping BetMGM share its message that gambling — whether done at online casinos, live-dealer table games, slot machines, or sportsbooks — should always be done with an appropriate amount of forethought and sensibility.

“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.”

Through the partnership, McDavid will appear in responsible gaming content and a new advertisement that will be shared on Canadian broadcast, digital, and social channels. Players are encouraged to use a variety of in-app tools that help make less impulsive and problematic decisions. 

The new campaign is an extension of BetMGM’s previous efforts. It also comes at a critical time as the Albertan province, of which Edmonton is the capital, recently launched its iGaming market.

“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.”

Just in time in Alberta

BetMGM’s responsible gaming tools include deposit and betting limits, cool-off periods, loss maximums, and self-exclusion. These ensure that customers play within their means and abstain from making impulsive decisions.

McDavid’s promotion of these tools in a Dec. 2025 “Mullet Over” campaign contributed to a 27% year-over-year increase in accounts with deposit limits, BetMGM’s announcement of the partnership extension shared.

“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.”

BetMGM’s responsible gaming focus utilizes “GameSense,” a program licensed from the British Columbia Lottery Corporation.

With Alberta iGaming up and running, BetMGM is one of more than 50 operators that were licensed to offer legal online gambling with casino-style and sportsbook offers. The province this week completed a 90-day transition period that allowed “gray-area” operators to join traditional mainland operators that did not open their platforms for access prior to the official market launch.

Athletes are strictly forbidden from endorsing gambling platforms in Alberta, unless they are highlighting their responsible gaming efforts.