As it looks to build on a reported fast start in Alberta’s new iGaming market, BetMGM has extended its partnership with Edmonton Oilers captain Connor McDavid and will soon launch a new ad featuring the Canadian hockey star.
The operator and Connor McDavid have worked together since 2022, mostly promoting BetMGM’s responsible gambling tools in line with Ontario’s iGaming advertising regulations.
On Thursday, Oct. 15, BetMGM announced it has renewed the partnership with three-time NHL Hart Memorial Trophy winner. Connor McDavid will continue to appear in BetMGM’s responsible gambling-focused content across broadcast, digital, and social platforms.
“Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,” said BetMGM CEO Adam Greenblatt. “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.”
Connor McDavid re-signs after Alberta iGaming puck drop
BetMGM said the campaign will expand its reach to new audiences and markets, with a continued emphasis on promoting BetMGM’s suite of player protection tools, and a third responsible gambling ad featuring Connor McDavid will begin airing soon.
The main new market it is talking about is the Oilers’ home province.
BetMGM launched as one of 22 licensed iGaming sites when Alberta opened its doors to commercial online casinos and sportsbooks on July 13, 2026. Since then, that field has grown to a total of 51 sites run by around 30 operating companies, as of Oct. 15.
While BetMGM was not able to take bets in Alberta until three months ago, it is a renowned name in online gambling and a prominent operator in Ontario. Advertising of sports betting platforms also tends to bleed over into other provinces, so many Albertans were likely aware of the company’s relationships with both Connor McDavid and another Oilers great, Wayne Gretzky, before they were actually able to sign up.
BetMGM opened preregistration in Alberta many weeks in advance of Alberta’s July 13 go-live date. While executives did not directly link their progress so far in the province to their McDavid collaboration, C-suite leaders say that the early going in the province has exceeded expectations.
“From an acquisition standpoint, about 20% of the new players we acquired in Q3 were from Alberta, so we have had a really good burst out of the gates there,” CFO Gary Deutsch said on an earnings call this week. “We modeled our own forecast for Alberta to mimic the trajectory takeoff that we had in Ontario a few years back. We have ramped up faster and higher than that trajectory, so that is positive. We are exceeding our daily targets.”
Deutsch added that Alberta created approximately two percentage points of growth impact on BetMGM Casino’s revenue in its first three months.
The news of an extended relationship and new advert starring McDavid seems likely to boost BetMGM’s standing even further.
BetMGM counts RG impact of Connor McDavid ads
Regulators in both Alberta and Ontario, Canada’s two regulated commercial iGaming provinces, require that operators only use athletes or other celebrities to advertise responsible gambling tools.
BetMGM has already run two RG-focused advertising campaigns with McDavid, and said on Thursday that a third ad featuring the Oilers star will begin airing soon.
“Being disciplined and making smart decisions are big parts of hockey,” said McDavid in the BetMGM release. “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 operator rolled out its most recent Connor McDavid campaign, a spot titled “Mullet Over” shown below, in December 2025.
Earlier this year, BetMGM Director of Responsible Gambling Richard Taylor told Canadian Gaming Business that McDavid lends “authenticity and cultural credibility” to BetMGM’s marketing.
Taylor said at the time that BetMGM’s first campaign with McDavid contributed to a measurable 38% year‑over‑year increase in the use of deposit limits and a 55% increase in the use of stake limits on its platform in Ontario.
BetMGM said in Thursday’s press release that the “Mullet Over” campaign prompted a further 27% year-over-year increase in the number of accounts using deposit limits.
“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,” Taylor added in the new release.
