BetMGM Re-Signs NHL Legend Connor McDavid in Responsible Gambling Deal

BetMGM has renewed its partnership with Edmonton Oilers star Connor McDavid in a multi-year deal.

McDavid first joined the sports betting and casino provider as an ambassador in 2022. Now, as then, the Oilers player will star in BetMGM’s responsible gambling output.

BetMGM hailed the agreement and praised McDavid as “an exceptional partner” who showed that responsible gambling “can be both engaging and effective”.

McDavid joins NHL legend Wayne Gretzky as part of the BetMGM furniture. “The Great One” signed on as a brand ambassador with BetMGM in 2021. While helping boost the site’s marketing, Gretzky, like McDavid, also promoted BetMGM’s responsible gambling policies.

“We believe player protection and great entertainment go hand in hand,” said Richard Taylor, BetMGM director of responsible gambling. He added that BetMGM’s relationship with the player “has helped make responsible gambling more relevant to sports fans, and the increased adoption of our tools and resources shows the impact these efforts can have.”

Promoting BetMGM’s Player Protection Tools

The renewed deal with BetMGM will see Connor McDavid help promote the gambling site’s range of player protection tools in Canada.

These include deposit limits, time-out features, and self-exclusion options. All are available through BetMGM’s Ontario site.

Being disciplined and making smart decisions, McDavid said, “were big parts of hockey”.

BetMGM also cited its 2025 “Mullet Over” promotion which, it claimed, a 27% year-over-year increase in the number of customers setting deposit limits.

McDavid appeared in the commercial, reminding players to set deposit limits and bet responsibly.

Connor McDavid: Snapshot

• Games played: 802
• Goals: 415
• Assists: 828
• Points: 1,243
• Hart Memorial Trophy wins: 3 (2016-17, 2020-21, 2022-23)

BetMGM Deal Comes as Alberta Closes Gray Market

The timing of McDavid’s partnership renewal is no accident. BetMGM was one of the first gambling sites to go live in Alberta, which opened its doors to regulated gambling in July.

Alberta has now closed its gray-market industry, with all legal gambling sites now operating under an Alberta Gaming, Liquor & Cannabis Commission (AGLC) license.

Over 50 regulated sportsbooks and online casinos now operate in Alberta, including BetMGM. The gambling site went live in Ontario in 2022.

BetMGM Records Promising Figures

BetMGM posted its Q3 2026 figures last week, showing a 7% year-over-year increase of $710 million. Total net revenue was $2.1 billion, up 5% from the same period in 2025.

iGaming Ontario doesn’t publish individual revenues for its licensed online gambling operators. However, it did flag the success of its new ‘Game of Thrones’ titles, released simultaneously in Alberta, Ontario, and the U.S. According to BetMGM, it was the operator’s most successful game franchise launch ever.

Problem Gambling Issue Allegedly Hidden in Ontario

Connor McDavid was hired specifically to highlight problem gambling tools. However, details are emerging that iGaming Ontario allegedly buried a study illustrating more serious gambling harm in the province.

The Toronto Star said it had obtained documents from a study commissioned as Ontario prepared to launch regulated online gaming.

The study helped iGaming Ontario plan its regulatory framework. However, it is alleged that officials may have buried the findings after rates of problem gambling were higher than expected.

Ontario has enjoyed a booming online gambling industry since its 2022 launch. But a few more PR campaigns featuring hockey legends may be needed.