MGM-Entain joint venture BetMGM has partnered with ice hockey legend Wayne Gretzky, with the four-time Stanley Cup winner becoming a BetMGM brand ambassador, as the business looks into entry to the Canadian market.
Gretzky, widely regarded as the greatest ice hockey player of all time, won the Hart Trophy for the National Hockey League (NHL)’s most valuable player nine times and holds the league record in both goals and assists.
BetMGM’s chief revenue officer Matt Prevost said the deal comes as the operator eyes an entry into Gretzky’s native Canada.
“Wayne is an exceptional talent who transcends the sports world and we’re proud to welcome him to the BetMGM team,” Prevost said. “As we look toward potential expansion into Canada, and elsewhere throughout the United States, Wayne will bring a unique ability to tell our brand story.”
Currently, betting in Canada is only legal if a bet is on three or more events at once, but the country’s senate is currently considering a bill to legalize single-event betting.
BetMGM has made a series of other recent sporting partnerships, including with NFL team the Baltimore Ravens last month.