WASHINGTON – The National Hockey League (NHL®) and the American Gaming Association (AGA) announced a partnership today to promote responsible gaming activity through the Have A Game Plan.® Bet Responsibly. public service campaign.
Through the partnership, the NHL will use league-owned, in-arena, and digital marketing inventory for co-branded videoboard images, public address announcements, and animations of hockey-specific marketing materials that encourage responsible sports betting. The league will provide unique assets for each club in legal sports betting markets, including arena, desktop and mobile, and email applications.
“The National Hockey League is proud to partner with the American Gaming Association on this vital initiative to educate NHL fans about the importance of responsible betting,” said Keith Wachtel, NHL Chief Business Officer. “The fan experience remains one of our highest priorities as more hockey fans than ever have the opportunity to legally and responsibly bet in their home states. Ensuring that our passionate fans know how to participate in this exciting new opportunity is important, and we’re thrilled to be working with the AGA to share the responsibility in this worthy education.”
The AGA’s Have a Game Plan. campaign focuses on the core principles of responsible sports betting: setting a budget and sticking to it, keeping betting social, knowing the odds, and playing with trusted, regulated operators. The NHL is only the second professional league to adopt the campaign. NASCAR announced a partnership with the AGA effort in mid-September.
“Teams and leagues are increasingly embracing sports betting as they explore new fan engagement opportunities during COVID-19,” said Bill Miller, AGA President and CEO. “Educating patrons about how to engage in this activity responsibly is critical to the success of the sports betting opportunity as it continues to expand throughout the country. We’re thankful for the NHL’s continued leadership on responsible sports betting. Their partnership on this initiative will be important for hockey fans everywhere as they cheer on their teams in coming seasons.”
HaveAGamePlan.org equips bettors with myriad resources for wagering responsibly, including locations for legal, regulated sportsbooks and how to get help if sports betting is no longer a fun, affordable form of entertainment.
Wachtel will discuss the partnership at a Global Gaming Expo (G2E) 2020 panel titled, “The Fan of the Future? How Leagues Are Capitalizing on Sports Betting Through Partnerships,” Tuesday, Oct. 27, 2020, at 12:30 p.m. ET. Media can register to attend here.
- The NHL and its teams have formed 17 marketing and data sharing partnerships with gaming operators and suppliers since May 2018.
- AGA research has found that the NHL’s annual revenue may increase by $216 million a year due to legal sports betting.
- An AGA survey of sports bettors found that 27 percent of bettors wagered on the NHL in the past year—19% at a casino sportsbook, 41% online, and 22% with a bookie.
- 18 states plus Washington, D.C. now offer legal, regulated sports betting, with another four not yet operational and six considering legalization.
- Nearly half (11) of the 23 U.S. jurisdictions with legal sports betting are home to NHL teams.
About the AGA
The American Gaming Association (AGA) is the premier national trade group representing the $261 billion U.S. casino industry, which supports 1.8 million jobs nationwide. AGA members include commercial and tribal casino operators, gaming suppliers, and other entities affiliated with the gaming industry. It is the mission of the AGA to achieve sound policies and regulations consistent with casino gaming’s modern appeal and vast economic contributions.
About the NHL
The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs and proudly welcomes its 32nd franchise, the Seattle Kraken™, for the 2021–2022 season. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports—the Stanley Cup®. Gary Bettman has served the NHL as Commissioner since February 1, 1993 and has guided the world’s top professional hockey league to more than $5 billion in annual revenues and partnerships with more than 40 blue chip corporate sponsors. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 151 million followers—league, team, and player accounts combined—across Facebook, Twitter, Instagram, Snapchat, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network™ in the United States, Sportsnet and TVA in Canada, Viasat in the Nordic Region, Yandex in Russia, and CCTV and Tencent in China. The NHL reaches fans worldwide with games available online in every country, including via its live and on-demand streaming service NHL.TV™. Having entered the eSports world in 2018, the League hosts the NHL Gaming World Championship™ annually, and drew record digital streaming audiences during the 2019 campaign. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App, across nine social media platforms, on SiriusXM NHL Network Radio™, and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. The NHL is committed to building healthy and vibrant communities through the sport of hockey by increasing youth participation and engagement; fostering positive family experiences; promoting inclusion, positive culture, and leadership; and supporting sustainable community impact.