BetMGM renews Connor McDavid deal after responsible gaming ad lifts deposit limits
The Edmonton Oilers captain will continue promoting responsible gaming tools after a campaign he starred in drove a 27% increase in players using deposit limits.
BetMGM has renewed its endorsement deal with Edmonton Oilers captain Connor McDavid after a responsible gaming campaign featuring the NHL MVP drove a 27% increase in players using deposit limits.
The operator reported that its "Mullet Over" advertisement, which starred McDavid and used hockey-themed humour to promote disciplined wagering, contributed to the 27% year-over-year surge in accounts setting deposit limits since its debut.
"Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective," said Adam Greenblatt, chief executive officer of BetMGM.
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"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."
McDavid joined BetMGM's ambassador roster in March 2022 and has since starred in the operator's responsible gaming campaigns.
"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."
The "Mullet Over" spot featured McDavid alongside former NHL player and actor Terry Ryan.
McDavid will continue to appear across the operator's broadcast, digital and social channels, highlighting player-protection features such as deposit limits, stake caps, time-out settings and self-exclusion options.
BetMGM confirmed a third responsible gaming commercial starring McDavid is set to air shortly.
"We believe player protection and great entertainment go hand in hand," said Richard Taylor, BetMGM director of responsible gambling.
"Our relationship with Connor 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."