Hockey sensation Connor McDavid has assumed a new role as the ambassador of responsible gaming, following his previous association with gambling promotion. This decision comes at a time when Ontario is enforcing more stringent regulations that prohibit athletes from endorsing online gambling activities. In Ontario, athletes are now prohibited from participating in gambling-related advertisements, yet, Connor McDavid has appeared in a new commercial for BetMGM, an online sports betting platform.
The new advertisement showcases McDavid discussing responsible gambling tools and urging viewers to exercise caution and restraint when engaging in betting activities. Despite the shift in advertising, McDavid’s agent, Judd Moldaver, insists that the hockey star’s affiliation with BetMGM remains unchanged, and that responsible gambling has always been a top priority for him.
However, some critics have raised doubts regarding the credibility of McDavid’s new role, suggesting that his presence in the advertisement primarily serves to boost brand recognition rather than promote gambling moderation. Nonetheless, marketing experts acknowledge the strategic advantage of leveraging a celebrity of McDavid’s calibre to gain a competitive edge in the market.
BetMGM has been actively harnessing McDavid’s star power to promote responsible gambling, emphasising their partnership with the hockey superstar and his advocacy for self-imposed betting limits. The company’s chief revenue officer, Matt Prevost, reiterates that promoting responsible gambling has consistently been a personal priority for McDavid.
While active athletes have generally been prohibited from endorsing gambling services in many jurisdictions, Ontario’s updated regulations now enforce similar restrictions. However, the Alcohol and Gaming Commission of Ontario recognises the potential impact of using athletes to advocate for responsible gambling practices, given their influence on a wide audience.
In 2022, Ontario became the first province in Canada to introduce a regulated sports betting programme, and the market has witnessed substantial growth since its implementation. The regulator acknowledges the role of promotion in driving market expansion and is pleased to see gambling operators aligning their advertising practices with the updated standards. Prior to the introduction of the legal market in Ontario, there was no industry-funded promotion of responsible gambling practices.
Despite this progress, some critics argue that there is an inherent tension in an industry that offers gambling services while striving to reduce consumer participation. Nevertheless, the involvement of figures such as Connor McDavid in advocating responsible gambling practices signifies a significant step towards promoting ethical and regulated gambling.
In conclusion, the use of celebrities like McDavid to promote responsible gaming practices represents a significant development in the gambling industry. It underscores the commitment of regulators and operators to ensure that gambling is conducted in a responsible and ethical manner, while also acknowledging the influence of public figures in shaping consumer behaviour.