The American Gaming Association (AGA) has just announced its partnership with the National Hockey League (NHL). This partnership aims to promote responsible gaming activity through the AGA’s ‘Have a Game Plan, Bet Responsibly’ campaign.
This move comes after an AGA survey revealed that 27% of bettors bet on the NHL this past year, with the league and its teams forming 17 marketing and data sharing partnerships with gaming suppliers and operators since May 2018.
According to the partnership, the NHL will be using league-owned, in-arena, and digital marketing inventory for public address announcements, animations of hockey-specific marketing materials and co-branded videoboard images encouraging responsible sports betting.
The NHL will also provide unique assets for each club in legal sports betting market including arena, email, desktop and mobile applications.
The NHL is the second professional league, after NASCAR, to adopt the campaign.
“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,” Keith Wachtel, NHL chief business officer, said.
“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,” Wachtel went on.
“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,” he concluded.