Since joining the operator in March 2022, McDavid has served as the face of BetMGM’s safety-oriented messaging. CEO Adam Greenblatt noted that the collaboration has produced measurable behavioral shifts, specifically citing a 27% year-over-year increase in account holders utilizing deposit limits following the launch of the "Mullet Over" campaign in late 2025. The company plans to release a third commercial featuring the hockey star as they expand their reach into new markets.

Under the renewed agreement, the focus remains on integrating safety features—such as time-out prompts, stake limits, and self-exclusion options—directly into the user experience. These tools are complemented by the GameSense program, which provides additional resources for managing play. McDavid emphasized that his participation is rooted in the same principles of discipline required on the ice, framing responsible betting as a necessary component of the sport’s broader entertainment value.