November saw the NFL expand its partnership with the National Council On Problem Gambling (NCPG) to promote responsible betting through a $6,2m public awareness program designed to educate fans on gambling responsibly and treat problem gambling across the country.
The three-year Responsible Play initiative is hubbed around a web site and includes in-game messaging, social media outreach, broadcast, print and in-stadium messaging and the campaign’s main message is ‘Stick To Your Game Plan. Always Bet Responsibly’. This is supported by additional messages including ‘set a budget to know limits’, ‘use only licensed and regulated operators’ and ‘ask for help if needed’.
Fans will begin to see the NFL’s responsible gaming campaign roll out in stadiums, online, in print and across social media. This fall, the league’s safe gambling messaging will be run on national and local television advertisements. The NFL is also working with teams to spread awareness and education at the local level.
The @NFL announces a responsible #SportsBetting awareness campaign aimed at fans: https://t.co/KlUxkifNgd
— Gambling.com USA (@Gambling_USA) October 20, 2021
The initiative revolves around a multimillion-dollar, multi-year pledge by the NFL to expand its partnership with the NCPG (one of the USA’s leading advocacy groups committed to addressing problem gambling through public education programs and help services).
The funding will go towards launching a national grant program to fund enhanced services offered by local and statewide providers, in addition to innovative prevention programs.
The league’s support will also assist the national problem gambling helpline system and allow for new communication tools, including a new website, www.responsibleplay.org, which will give the public quick tips about betting safely and support resources for those in need.
“We feel it is critical that the NFL uses the power of our voice to educate and encourage fans who choose to bet to do so in a safe and responsible way,” explained NFL Executive Vice President, Chief Strategy and Growth Officer Christopher Halpin. “We also recognize that responsible betting programs across the country are under-resourced, especially as legalization spreads nationwide. Collectively, all of us in the sports and betting industries need to learn from international examples and make sure the development of education and support programs matches the state-by-state growth in legalized sports betting. In collaboration with the National Council on Problem Gambling and our commercial partners, the league is fully committed to advancing responsible betting awareness, education, and problem-gambling support.”
“The National Council on Problem Gambling is pleased to partner with the NFL to shine a light on the importance of responsible betting,” added National Council on Problem Gambling Executive Director Keith Whyte. “With this partnership, we are able to exponentially enhance the NCPG’s ability to provide advocacy, awareness, and assistance on problem gambling. The NFL’s far-reaching initiative demonstrates its strong commitment to being an industry leader in raising awareness. The league’s support of our advocacy efforts will help fund new communications initiatives, such as ResponsiblePlay.org and a PSA about problem gambling, expand gambling prevention services where they are most needed, and modernize our National Problem Gambling Helpline operations with updated capabilities.”
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The NFL has a team of sports betting partners who are also all taking part in the league’s responsible gaming initiative. These include Caesars Entertainment, DraftKings Sportsbook and FanDuel Sportsbook and these companies will also collaborate with the NFL on information sharing and support the NFL’s responsible betting efforts, as part of the league’s agreements with each operator.
“It’s a fabulous opportunity to get the word out to a broader audience and really normalize the dialogue,” added DraftKings Director Of Responsible Gaming Christine Thurmond. “Not only operators, but leagues and advocacy groups are joining together to work in a way that collectively we can spur innovation and education in the [responsible gaming] space. I think it is a win-win.”
The NFL, which has frequency caps on sports betting advertisements during national broadcasts, has thus now launched the largest public message campaign that the problem gambling field has ever seen.
According to the American Gaming Association, more than 45 million Americans say they plan to bet on NFL games this year – an increase of 36% from last year. While, according to NCPG’s Whyte, about 2% of the US population has a gambling problem and amongst those who have gambled within the last 12 months the rate is 5%.
The project follows on from the sharp rise in football gambling following New Jersey’s victory in a 2018 US Supreme Court case which cleared the way for all 50 states to offer legal sports betting. Currently only around galf the states have done so.
About 17% of NFL fans aged 21 and over describe themselves as frequent sports bettors, although the term has not been defined, while an additional 30% describe themselves as casual bettors (who may enter office Super Bowl pools) or aspirational bettors (who say they want to bet once it becomes legal in their state).
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