Hockey legend Wayne Gretzky has been tapped by BetMGM as their North American brand ambassador. Gretzky’s addition to the rapidly expanding sports betting operators stable suggests that BetMGM has its eyes on grabbing a piece of the Canadian market, which could open to regulated play at any time.

Gretzky is widely regarded as one of the best, if not the best, professional hockey player of all time. Though he hasn’t been on the ice for more than two decades, he still commands great respect and is a household name in Canada. That’s particularly important to BetMGM, which is eyeing the slow motion progress of a bill to legalize single game wagers in Canada. (Hockey wagering is a pretty small market in the US, while hockey is nearly a national religion in Canada.)

In a statement reported on by Sports Illustrated, Gretzky commented on the deal saying, “BetMGM is a terrific company and one at the forefront of the dynamic changes taking place in the sports business. I’m excited to be a part of the company’s continued expansion into new states and territories and to help tell BetMGM’s story.”

BetMGM’s Chief Revenue Officer Matt Prevost was similarly enthusiastic saying, “Wayne is an exceptional talent who transcends the sports world and we’re proud to welcome him to the BetMGM team. 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.”

No details on Gretzky’s compensation were made available to the public.

BetMGM has been leading the North American market in its ability to land name brand endorsements and partnerships and has also partnered with the Baltimore Ravens football team.

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