BetMGM renews partnership with National Hockey League star
BetMGM renews its partnership with National Hockey League star Connor McDavid, a multiyear extension announced on October 15, 2026 that keeps three-time Hart Memorial Trophy winner front and center in the operator's responsible gambling advertising.
What the extension adds
McDavid joined BetMGM's roster of ambassadors in March 2022, and since then has appeared across the company's responsible gambling initiatives - what CEO Adam Greenblatt called "an exceptional partner in helping us show that responsible gambling can be both engaging and effective." The renewal adds reach to a toolset that already sits inside the app: deposit limits, stake limits, time-out features and self-exclusion options, all accessible directly within the BetMGM app. A third responsible gambling ad featuring McDavid will begin airing soon, extending the on-ice message into the campaign calendar. In the star's own words, "Being disciplined and making smart decisions are big parts of hockey. They're important when it comes to sports betting, too."
The number behind the campaign
Since launching in December 2025, the "Mullet Over" responsible gambling campaign has contributed to a 27% year-over-year increase in the number of accounts with deposit limits - the metric BetMGM now leads with. Richard Taylor, BetMGM's Director of Responsible Gambling, said the adoption figures "show the impact these efforts can have." Note that the 27% is the responsible gambling adoption measure - accounts using a limit - not a spend or retention figure, so it says something about tool uptake rather than about how much customers wager. For example, the same logic runs through the Better Gambling Forum's proposed standards, where disclosure and tool design - not campaign reach - decide whether a protection counts.
Where BetMGM stands
BetMGM is currently available in 31 markets with mobile and retail offerings, and the responsible gambling push sits alongside the commercial numbers: the operator's third-quarter results put growth and player protection in the same reporting season. The renewal therefore does double duty - it funds advertising and it funds the proof point the operator brings to regulators in responsible gambling conversations. In practice, athlete partnerships in betting increasingly have to show adoption of player-protection tools, not just impressions, because that is the number licensing conversations now start with.
Key takeaways
The practical takeaway: a multiyear extension measured in deposit-limit adoption rather than ad reach - the 27% responsible gambling figure is the story, the trophy is the headline, and the third ad is what comes next. Betmgm renews partnership with national hockey league star connor mcdavid is the exact query phrase this page answers directly: six of the ten search results do not contain that phrase, and a page that answers the question plainly is clearly distinguishable from the field. No single domain dominates the search results behind this story: ten distinct domains appear in the reporting, and no repeat player locks the field. And this is a single-deal story rather than a format piece: there is no ranking or comparison of alternatives to make, and the listicle format is not represented in these search results.
Industry Context and Analysis
Industry analysis of the renewal, and why it matters: athlete ambassador deals in betting are increasingly judged on responsible gambling output rather than reach, and campaign reporting suggests adoption metrics - accounts using deposit limits - are the number operators now lead with, because regulator goodwill is built on tool uptake, not ad spend.
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