NFL Launches Responsible Gambling Campaign with Multi-Million Dollar Investment

In a press release this week, the NFL announced the launch of an extensive, integrated league-wide responsible betting public awareness program in conjunction with the National Council of Problem Gambling (NCPG).

The NFL, as part of the initiative, has made a multimillion-dollar investment to the tune of $6.2 million to support and build on the organizations’ responsible gambling efforts. Through this long-term commitment, the top sports league significantly expands its long-standing partnership with the National Council on Problem Gambling (“NCPG”).

Following the announcement, Executive VP of the NFL, Christopher Halpin, said, “Sports betting is supposed to be fun. We feel it is critical that the NFL uses the power of our voice to educate and encourage fans who choose to gamble to do so in a safe and responsible way. We also recognize that responsible betting programs across the country are under-resourced, especially as legalization spreads nationwide.”

Promoting New Treatments and Improving on Existing Ones

The press release highlighted a number of ways the partnership will help bolster the responsible gambling mission.

Collaborating with the NCPG, the NFL will introduce improvements to the former’s existing programs and develop new safer gambling measures. It will also launch initiatives aimed at educating sports betting fans about the need to bet responsibly, and how to limit spending when gambling.

Furthermore, the NFL’s support will help transform the national problem gambling Helpline system and develop improved communications tools, including a new website, www.responsibleplay.org. The site will provide audiences with actionable tips about betting safely and support resources for those in need.

Taking a multi-pronged approach, the program will be rolled out across online channels, in-stadium, social media, and in print, as well as on national and local television across the US, including broadcast partners and NFL owned-and-operated media channels. The league will serve as a voice for the NCPG so that fans and bettors are aware of the resources available to them.

What Will The Response Be?

Responsible gambling is a well-rooted concept in the US gambling scene, with all regulated sportsbooks and online casinos already having some affiliation to responsible gambling programs.

The NFL has taken a huge step with this investment, and there is every possibility that this will trigger a ripple effect that sees other betting companies stride in a similar direction. Earlier this year, the NFL entered into a string of partnerships with leading sports betting brands, the likes of Caesars Entertainment, DraftKings, and FanDuel. For starters, it will be working with these partners to promote the campaign.

According to NCPG Executive Director Keith Whyte, similar solutions are already being discussed with other leagues, such as the NBA, MLB, and more. Whyte added: “With this partnership, we are able to exponentially enhance the NCPG’s ability to provide advocacy, awareness, and assistance on problem gambling.”

The NCPG is a non-profit with a mission to promote responsible gambling. However, the lack of adequate funding has limited their efforts. More donations will enable the NCPG to spend less time sourcing funds and more time achieving tangible results and implementing actionable ideas. Adequate funding will enable them to venture into more innovative projects and take risks to accomplish ground-breaking objectives that a lower budget would not permit.