BetMGM renews Connor McDavid deal and promotes deposit limits as Alberta opens market

BetMGM renewed its agreement with Connor McDavid on 15 October and is maintaining its responsible-gambling campaign in Canada as Alberta completes its transition to an open online market. The operator says accounts using deposit limits grew 27% year-on-year and it will run a third responsible-advertisement starring McDavid that will begin airing soon.

Renewal with Connor McDavid and responsible content

The contract extension covers broadcast, digital and social content. Connor McDavid, captain of the Edmonton Oilers, joined BetMGM’s ambassador roster in March 2022 and will remain linked to the brand more than four years after his signing.

“Being disciplined and making smart decisions are important parts of hockey. They’re important when betting on sports too. BetMGM gives players tools that help them stay in control of their play, because keeping betting fun starts with betting responsibly.” — Connor McDavid

Provincial regulation restricts athlete appearances in betting advertising to content dedicated exclusively to responsible gambling. That allows McDavid to explain and promote player-protection tools rather than betting offers.

Protection tools BetMGM promotes

Users of the BetMGM app can access several account-management and protection features, including:

• deposit limits (which prevent adding more money once a cap is reached);

• betting limits (which restrict the amount staked on bets);

• temporary pauses or time-outs;

• self-exclusion.

BetMGM attributes part of the rise in deposit-limit use to the launch of the Mullet Over feature in December 2025. The 27% figure refers to growth in accounts using the feature, not a direct measurement of reduced gambling harm.

Alberta market opening and provincial licences

Alberta completed its 90-day transition to a competitive online market, and the campaign extension comes in that context. BetMGM holds licences for online casino and sports betting in both Alberta and Ontario.

Alberta and Ontario provincial rules allow sports figures to appear only in materials focused on player-protection measures. That restriction shapes the creative design of ads and the role McDavid can play in public communication.

Measured impact and corporate statements

Richard Taylor, director of responsible gambling at BetMGM, commented on the results: “We believe player protection and great entertainment go hand in hand. Our relationship with Connor has helped make responsible gambling more relevant to sports fans, and greater adoption of our tools and resources shows the impact those efforts can have.”

The company stresses that the 27% increase is a measure of tool adoption within existing accounts and not a direct metric of reduced gambling harm. That clarification appears in the corporate communication accompanying the announcement.

Relationship with existing responsibility programmes

In addition to its own tools, the platform offers GameSense, the responsible-gambling programme developed by the British Columbia Lottery Corporation and licensed to MGM Resorts. GameSense complements account controls and informational materials BetMGM makes available to players.

Ads and creative rollout

BetMGM confirmed a third responsible advertisement featuring McDavid will begin airing soon. The previous campaign and the new spot are designed to focus attention on self-protection options rather than to promote offers or specific markets.

The creative team must operate within each province’s regulatory limits, which in practice means assets aimed at audiences in Alberta and Ontario avoid commercial calls to action and focus on explaining features such as deposit limits and self-exclusion.

What this means for operators and regulators

For operators competing in provincial Canadian markets, the renewal underlines two realities: the pressure to demonstrate compliance with rules on athlete advertising, and the need to present protection tools in a verifiable way. For regulators, the partnership between a high-profile athlete and campaigns dedicated solely to responsible gambling provides a practical example of how to restrict promotion without removing public visibility of protection measures.

What the industry should watch

Key items to follow in the coming months are clear:

1. the real-world effectiveness of tool adoption as it translates into measurable reductions in gambling harm;

2. audience reception to the third advertisement in Alberta after the market opening;

3. how other operators adjust their responsibility communications to comply with provincial rules.

BetMGM already reports increased adoption of deposit limits and is preparing new responsible advertising; the rest of the sector will watch whether that progress becomes replicable practice or compliance messaging without tangible effect.

Signed: Emilio Navarro, Industry technology correspondent.