Edmonton Oilers captain Connor McDavid has reportedly renewed his partnership with BetMGM amid concerns over gambling advertising. This extension of the partnership could draw sharp criticism from gambling-harm advocates over the influence of betting-related messaging on sports fans.The multiyear agreement, announced on October 15, will see the NHL superstar continue to appear in the company’s responsible gambling campaigns across broadcast, digital, and social media platforms. According to reports, McDavid will continue to promote gambling on BetMGM in Ontario under the so-called “responsible gambling” messaging, a widely discredited framework for dealing with the public health consequences of commercialized sports gambling.
Connor McDavid will promote gambling on BetMGM in Ontario under the so-called “responsible gambling” messaging
AsEdmonton Oilers captain Connor McDavid has extended his partnership with BetMGM, it has come to light that he will continue to promote gambling on BetMGM in Ontario under the so-called “responsible gambling” messaging. It is a widely discredited framework for dealing with the public health consequences of commercialized sports gambling. The World Health Organization is among the groups that have called the framework ineffective.However, the Canadian Medical Experts have criticized the same, stating in one of their study, “Recognizing that youth are particularly vulnerable to the messaging of betting as an augmentation of spectatorship, in 2024 the Alcohol and Gaming Commission of Ontario banned online gambling ads that feature athletes and celebrities. However, within days, commercials with celebrity athletes promoting ‘responsible gaming’ features of sports betting platforms were released to sidestep the ban.The study also added, “Warnings to game responsibly have, however, been shown in a systematic review of 166 studies to be ineffective, which highlights the weak efforts of provincial governments who stand to make substantial revenue from iGaming (Ontario’s open single-game industry produced a total tax revenue of more than $1.4 billion during its first 3 years).”As per reports, McDavid first joined BetMGM’s roster of ambassadors in March 2022. Under the renewed agreement, he will continue promoting the company’s player-protection tools, including deposit limits, stake limits, time-out features, and self-exclusion options, available through the BetMGM app. The company also plans to expand the campaign to new audiences and markets.Meanwhile, BetMGM CEO Adam Greenblatt praised McDavid’s involvement, saying the partnership had helped make responsible gambling messaging engaging and encouraged customers to use player-protection tools.He added, “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.”McDavid also highlighted the importance of discipline and decision-making, drawing a comparison between hockey and sports betting. “Being disciplined and making smart decisions are big parts of hockey. They’re important when it comes to sports betting, too,” McDavid said.The renewed agreement comes as sports betting companies continue to promote player-protection measures while facing broader scrutiny over the effects of gambling advertising on consumers, particularly.
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