NBA, MLB, and NHL unite for "Never Know What's Next" responsible gaming campaign

Major sports leagues and betting operators from the United States have joined forces for a new responsible gaming campaign titled "Never Know What's Next." The initiative, jointly launched by the National Basketball Association (NBA), Major League Baseball (MLB), and the National Hockey League (NHL), aims to promote responsible gambling practices and educate bettors about the inherent uncertainties in sports betting.

The focal point of this campaign is a 30-second advertisement that made its debut on the NBA, MLB, and NHL's X accounts (formerly known as Twitter) on Tuesday night. The campaign seeks to dismantle the misconception that sports betting offers an easy way to make money.

There are no sure things in sports. So if you bet, bet responsibly.

Learn more: https://t.co/442AW3SzhF pic.twitter.com/RjiQjz8WrB

— MLB (@MLB) November 21, 2023

By showcasing impactful moments from games in these leagues, the ad seeks to convey the unpredictable nature of sports and discourage the perception that sports betting guarantees easy success. The underlying message encourages a responsible and informed approach to sports gambling.

To further support the responsible gaming cause, the campaign directs viewers to ResponsiblePlay.org, an online platform operated by the National Council on Problem Gambling (NCPG). The website serves as a resource, offering information on responsible gaming, including a screening quiz to assess gambling behavior and links to local state resources for additional support.

The televised premiere of the ad occurred during the NBA's in-season tournament game between the Cleveland Cavaliers and the Philadelphia 76ers at 7:30 PM ET. The spot is supported by US operators, including DraftKings, Fanatics, FanDuel, and Penn Entertainment.

Scott Kaufman-Ross, NBA's Senior Vice President of Gaming and New Business Ventures

Scott Kaufman-Ross, senior vice-president head of gaming and new business ventures at the NBA, said: “Working with our fellow sports leagues, gaming operator partners and responsible gaming partners gives added weight – particularly for young bettors – to this shared priority of making an impact on responsible gaming education across the United States.

“Ensuring fans are aware of the inherent risk if they choose to bet and correcting the misconception that betting on sports is a good way to make money are integral to the NBA’s approach to legal sports betting.”

Keith Wachtel, NHL's Chief Business Officer

Keith Wachtel, NHL's Chief Business Officer, emphasized the timeliness of the initiative, given the growing number of fans engaging in legal betting within their home states.

“It is imperative that we work with our media and sportsbook partners, as well as with our friends at the NBA and MLB, to inform and emphasize the risks and encourage the importance of setting limits and betting responsibly, especially among our growing fanbase in the younger demographic,” Wachtel said.

Casey Brett, MLB's senior Vice President of Business Development, expressed pride in the league being part of the campaign. He stated: “It’s paramount that when our fans bet, they know how to do so responsibly -- and this initiative is just one small, but important, part of our continued commitment to ensuring sports betting stays safe for all who choose to wager.”