Responsible gaming is at the heart of a new ad campaign from three major professional sports leagues that emphasizes there are no guarantees in sports betting.
“Never Know What’s Next,” a responsible gaming ad from the NBA, MLB and NHL, seeks to inform bettors that there are no ‘locks” and no “easy money” in sports betting, according to a press release from the leagues. The 30-second spot utilizes footage of dramatic gameplay from each league to demonstrate that “anything can happen” and “every play, every shot, every swing, is a risk if you bet.”
The spot debuted Tuesday night during the Cleveland Cavaliers and Philadelphia 76ers NBA In-Season tournament game on TNT. It was developed in conjunction with DraftKings, Fanatics, FanDuel, and PENN Entertainment, which runs ESPN Bet.
Ad directs to NCPG
The ad directs fans to responsibleplay.org, the National Council on Problem Gambling‘s digital database for problem gambling resources and education.
Between 1% to 3% of U.S. adults experience a gambling problem every year, according to the website.
The NFL launched its own responsible gaming ad series with the NCPG in late 2021, featuring NFL Network analyst and former coach Steve Mariucci.
Leagues endorse responsible gaming
Representatives from each league weighed in on the campaign in separate statements:
- “Working with our fellow sports leagues, gaming operator partners, and responsible gaming partners gives added weight – particularly for young bettors – to this shared priority of making an impact on responsible gaming education across the United States,” Scott Kaufman-Ross, NBA Senior Vice President Head of Gaming & New Business Ventures. “Ensuring fans are aware of the inherent risk if they choose to bet and correcting the misconception that betting on sports is a good way to make money are integral to the NBA’s approach to legal sports betting.”
- “We’re incredibly proud to be a part of this important campaign alongside the NBA, NHL and our operator partners,” said Casey Brett, MLB Senior Vice President, Business Development said. “It’s paramount that when our fans bet, they know how to do so responsibly – and this initiative is just one small but important part of our continued commitment to ensuring sports betting stays safe for all who choose to wager.”
- “This campaign continues our ongoing commitment to educating fans about the importance of responsible betting,” said Keith Wachtel, NHL Chief Business Officer. “With more fans than ever having the opportunity to legally bet in their home states, it is imperative that we work with our media and sportsbook partners, as well as with our friends at the NBA and MLB, to inform and emphasize the risks and encourage the importance of setting limits and betting responsibly, especially among our growing fanbase in the younger demographic.”