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UFC commits to American Gaming Association’s responsible betting campaign


Mixed martial arts organization the Ultimate Fighting Championship (UFC) has pledged its support to the American Gaming Association’s (AGA) responsible sports betting initiative.

Under the arrangement, UFC will use its own in-venue, digital and broadcast assets to promote co-branded marketing materials with UFC themes to help promote the AGA’s “Have A Game Plan. Bet Responsibly” public service campaign.

UFC joins the likes of Nascar, the National Hockey League and golf’s PGA Tour as among the sports organizations backing the project, while the AGA also recently secured FanDuel Group as a partner for the initiative.

“We have the most passionate, die-hard fans of any sport and they love to bet on UFC, but it’s important they do it responsibly,” UFC president Dana White said. “We’re proud to work with the AGA and get behind this campaign to encourage our fans to make smart decisions and promote responsible gaming.”

The AGA launched the “Have A Game Plan” campaign in 2019, with a focus on the core principles of responsible sports betting, including setting a budget, keeping betting social, knowing the odds and playing with trusted, licensed operators.

AGA president and chief executive Bill Miller said: “As sports betting expands nationwide, professional sports leagues recognize the need to educate fans and ensure they’re wagering safely.

“We’re thankful to see this campaign grow as progressive leagues like UFC lend their considerable voice to this important effort. UFC’s commitment is important to engage, educate and encourage their fans – some of whom may be placing bets for the first time – to wager responsibly.”