NFL launches responsible betting public awareness program

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The NFL has launched an extensive, integrated league-wide responsible betting public awareness program this week designed to educate fans who choose to engage in sports betting to do so responsibly. 

The key message encourages people to play responsibly by sticking to a game plan, including setting a budget to know their limits, using licensed, regulated operators, and asking for help if they need it. The core message of the campaign’s creative is “Stick to Your Game Plan. Always Bet Responsibly.”

Christopher Halpin, NFL Executive VP, Chief Strategy and Growth Officer, explained: “We feel it is critical that the NFL uses the power of our voice to educate and encourage fans who choose to bet to do so in a safe and responsible way. 

“We also recognize that responsible betting programs across the country are under-resourced, especially as legalization spreads nationwide. Collectively, all of us in the sports and betting industries need to learn from international examples and make sure the development of education and support programs matches the state-by-state growth in legalized sports betting. 

“In collaboration with the National Council on Problem Gambling (NCPG) and our commercial partners, the league is fully committed to advancing responsible betting awareness, education, and problem-gambling support.” 

As part of the initiative, the NFL has made a multimillion-dollar, multi-year commitment to significantly expand its long-standing partnership with the NCPG. The NFL’s funding will enable the council to launch a national grant program to fund enhanced services offered by local and statewide providers, as well as innovative prevention programs, including expansion of youth-facing curricula. 

The league’s support will also transform the national problem gambling Helpline system and allow for the development of improved communications tools, including a new website,, which will provide the public with quick tips about betting safely and support resources for those in need.

Keith Whyte, National Council on Problem Gambling Executive Director, commented: “The National Council on Problem Gambling is pleased to partner with the NFL to shine a light on the importance of responsible betting. 

“With this partnership, we are able to exponentially enhance the NCPG’s ability to provide advocacy, awareness, and assistance on problem gambling. The NFL’s far-reaching initiative demonstrates its strong commitment to being an industry leader in raising awareness. 

“The league’s support of our advocacy efforts will help fund new communications initiatives, such as and a PSA about problem gambling, expand gambling prevention services where they are most needed, and modernize our National Problem Gambling Helpline operations with updated capabilities.” 

Beginning this week and continuing throughout the season, fans will see the NFL’s responsible betting initiative roll out across a variety of channels including online, in-stadium, social media and in print. 

The program will then begin to run on national and local television, including broadcast partners and NFL owned-and-operated media channels. In addition, the NFL is working with clubs to spread awareness and education at the local level.