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NFL Rolling Out a $6.2m Responsible Gambling Campaign


The NFL has announced a $6.2m responsible gambling campaign with the key message “Stick to Your Game Plan. Always Bet Responsibly.” [Image: Shutterstock.com]

DraftKings, FanDuel, Caesars also onboard

The National Football League (NFL) is rolling out a $6.2m responsible gambling campaign, which includes boosting the expansion of programs designed to prevent or treat problem gambling across the US.

On Wednesday, the NFL said it would also work with its official sports wagering partners DraftKings, FanDuel, and Caesars Entertainment to disseminate information and bolster the campaign.

Caesars regional director of marketing and PR Noel Stevenson took to Twitter to say Caesars was “proud to stand in partnership with the NFL” on the cause.

In a news release, the NFL said it was rolling out a three-year responsible betting initiative focused on getting fans to set limits on their bets, understand the risks of gambling, and to know how to seek help.

The league will partner with the National Council on Problem Gambling (NCPG).

Driving home the message

The NFL will work with the NCPG to improve the national advocate’s nationwide help line, “create new treatment programs and expand existing ones,” plus drive home the responsible gambling message.

The NCPG shared news of what it termed a “ground-breaking” initiative, which includes funding to help the body better its services:

The core message of the NFL’s educational campaign is “Stick to Your Game Plan. Always Bet Responsibly.”

Anyone watching, listening, or reading anything football-related will soon be exposed to the statement. Plans are afoot for the responsible gambling messaging to appear in print, online, in-stadium, and in social media. The program will hit the airwaves this fall, running on national and local television, via broadcast partners and also NFL’s proprietary media channels.

The news release added that some messaging will also target potential underage gamblers.

“Power of our voice”

The NFL’s executive VP, chief strategy and growth officer Christopher Halpin said the league felt it is “critical that the NFL uses the power of our voice” to encourage safe and responsible gambling.

Halpin said in the news release that “sports betting is supposed to be fun,” but also said the NFL acknowledged that responsible gambling programs nationwide were “under-resourced, especially as legalization spreads nationwide.”

Executive director of the NCPG Keith Whyte said: “The NFL has set an example for the other professional sports leagues.” Whyte estimates 2% of the US population has a gambling problem, but added that among bettors who have wagered within the past year, the rate is 5%.

Halpin said now was a “once-in-a-lifetime opportunity” for the casual bettor.

We intend to get this right.”

He added that the time was right to teach gamblers “what responsible betting looks like: mindfulness, setting betting budgets, knowing your operator, knowing how parlays and other kinds of bets work. We intend to get this right.”



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