NHL to promote AGA’s ‘Have A Game Plan, Bet Responsibly’ campaign


The American Gaming Association and National Hockey League have announced a partnership that is designed to promote responsible gaming activity through the former’s ‘Have A Game Plan, Bet Responsibly’ campaign.

This follows an AGA survey finding that 27 per cent of bettors wagered on the NHL in the past year, with the league and its teams having also formed 17 marketing and data sharing partnerships with gaming operators and suppliers since May 2018.

As a result of the link-up, 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.

Furthermore, the league will provide unique assets for each club in legal sports betting markets, including arena, desktop and mobile, and email applications.

The NHL has become the second professional league to adopt the campaign, after NASCAR announced a partnership with the AGA in mid-September.

“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 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. 

“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.”