The National Hockey League (NHL) and the American Gaming Association (AGA) have formalized a new partnership to promote responsible gaming activity through the latter’s Have A Game Plan.® Bet Responsibly public service campaign.

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 association’s effort in mid-September.

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.

Keith Wachtel, NHL Chief Business Officer, explained: “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. 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.”

Bill Miller, AGA President and CEO, stated: “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. 

“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.” 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,” on Tuesday, October 27, 2020, at 12:30 pm ET.