Major US Sports Leagues Collaborate on Responsible Gaming Campaign

22.11.2023

In a significant collaborative effort, the National Basketball Association (NBA), Major League Baseball (MLB), and the National Hockey League (NHL) have launched a joint responsible gaming advertisement titled “Never Know What’s Next.” This initiative underscores the commitment of these major sports leagues to promote responsible gambling practices.

Campaign Details

The advertisement, which is shared on the leagues’ X (formerly known as Twitter) accounts, is designed to highlight the unpredictable nature of sports. It features key moments from NBA, MLB, and NHL matches, emphasizing to sports bettors that there are no guaranteed wins or “easy money” in sports betting. The aim is to mitigate the illusion of certain outcomes in gambling.

Educational Resource and TV Premiere

The campaign directs viewers to ResponsiblePlay.org, a website managed by the National Council on Problem Gambling (NCPG). This site offers valuable resources on responsible gaming, including a quiz to assess gambling behavior and links to local resources across states.

The 30-second ad made its television debut on 21st November during the NBA in-season game between the Cleveland Cavaliers and the Philadelphia 76ers, broadcasted at 7:30 PM ET. This initiative is backed by major names in the sports betting industry, including DraftKings, Fanatics, FanDuel, Penn Entertainment, and NCPG.

Industry Developments

This campaign coincides with significant movements in the US sports betting market. Notably, Fanatics Betting and Gaming, a subsidiary of Fanatics Holdings, is acquiring PointsBet’s US operations. Concurrently, Penn Entertainment’s ESPN Bet recently expanded into 17 US states.

The Importance of Responsible Gaming

Scott Kaufman-Ross, the NBA’s Senior Vice President and Head of Gaming and New Business Ventures, expressed the importance of this campaign, especially for young bettors. He emphasized the need to dispel misconceptions about sports betting as a reliable income source and to educate fans on the inherent risks involved in betting.

The NBA previously participated in the American Gaming Association’s campaign, “Have A Game Plan. Bet Responsibly.”

Further Comments

Keith Wachtel, NHL Chief Business Officer, highlighted the timeliness of this initiative, pointing out the increasing number of fans legally betting in their home states. He stressed the importance of working with media and sportsbook partners to promote awareness about the risks of gambling and the significance of betting responsibly, particularly among younger fans.

Conclusion

This united effort by the NBA, MLB, and NHL, along with support from key players in the sports betting industry, represents a comprehensive approach to foster responsible gambling practices among fans across the United States. The campaign is a crucial step in ensuring a safe and enjoyable betting environment in the ever-growing world of sports betting.