Hockey star Connor McDavid now a face of responsible gaming after promoting gambling

Athletes aren't supposed to appear in gambling-related advertising in Ontario anymore, though sports fans may have noticed Connor McDavid in a new spot for online sports betting platform BetMGM.

That's because the 27-year-old hockey superstar is shown advocating for responsible gambling — an exception that is allowed under tightened regulations for the marketing and advertising of gambling in Ontario that took effect on Feb. 28.

The 30-second ad features McDavid sitting in a room with a friend and asking him if he's aware of "responsible gambling tools" from BetMGM that will prevent his pal from getting "carried away" with betting.

The new ad has been airing on television and digital platforms for several weeks. But McDavid is already a familiar face to BetMGM's customers, having been part of a prior ad campaign involving Wayne Gretzky, which promoted the same company's betting services.

Judd Moldaver, the agent representing McDavid, said the hockey star's relationship with BetMGM remains the same, despite the change in advertisements.

"Responsible gambling was part of the relationship between Connor and BetMGM from the very start," Moldaver told CBC News via email.

"It is something he feels strongly about, and this ad was a priority for him — he wants to be visible talking about playing responsibly."

Yet some observers question how credible it is to have McDavid switching up his role for BetMGM, seeing his on-screen presence as a reminder of the company behind the advertisement, rather than a voice of gambling moderation.

Andrew Kim, an assistant professor in the psychology department at the University of Calgary, said he believes it essentially adds up to bolstering brand awareness.

"You associate Connor McDavid with