NHL Partners with American Gaming Association

The NHL became the second major North American pro sports organization to partner with the American Gaming Association on a public service campaign that promotes responsible betting.

The NHL will use co-branded video board images for in-arena announcements and its digital platforms as part of the “Have a Game Plan” campaign, according to a joint news release on Oct. 23. NASCAR was announced as a partner of the campaign in September.

“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,” Keith Wachtel, NHL chief business officer, said in a statement.

“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,” Wachtel added.

The campaign promotes setting betting budgets and placing bets at legal sportsbooks. According to the AGA, 11 of the 23 U.S. jurisdictions with legal sports betting are home to NHL teams.

“Teams and leagues are increasingly embracing sports betting as they explore new fan engagement opportunities during COVID-19,” AGA President and CEO Bill Miller said in a statement. “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.”

Between the NHL and its clubs, there have been 17 marketing and data sharing partnership agreements with gaming operators codified since the Professional and Amateur Sports Protection Act was overturned by the Supreme Court in May 2018, according to the AGA. 

The NHL — which lags behind the other four major North American sports leagues in terms of amounts wagered — is expected to see its revenue increase by $216 million as a result of legalized sports betting, according to an AGA estimate.