The National Hockey League (NHL) will support the American Gaming Association’s (AGA) ‘Have A Game Plan’ public service campaign to promote responsible gambling.
Through the new partnership, the NHL will use the in-arena and digital marketing assets from across the league to show videoboard images and run public address announcements to help promote the initiative.
The NHL will also work with its franchises to run similar messages inside their arenas, as well as across their own desktop, mobile and digital platforms.
The AGA’s Have a Game Plan campaign focuses on responsible sports wagering, promoting how consumers can safely gamble by setting budgets and only betting with licensed operators.
“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,” NHL chief business officer Keith Wachtel said.
“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.”
AGA president and chief executive Bill Miller added: “Teams and leagues are increasingly embracing sports betting as they explore new fan engagement opportunities during Covid-19.
“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.”
The partnership comes after the AGA commenced a similar relationship with the National Association for Stock Car Auto Racing (Nascar) in September.