NFL, MLB, NBA, NHL Form Coalition For Responsible Sports Betting Ads

Seven pro-sports leagues and two TV networks have joined forces to ensure responsible sports betting advertising in the U.S. going forward, particularly surrounding major operators such as DraftKings and FanDuel.

The Coalition for Responsible Sports Betting Advertising is comprised of NBCUniversal and FOX, along with the:

  • National Football League
  • National Basketball Association
  • Women’s National Basketball Association
  • Major League Baseball
  • Major League Soccer
  • National Hockey League

Leagues unite to form responsible sports betting alliance

This alliance was formed as a means for the leagues to work alongside media outlets to strike a balance in their sports betting advertising strategy. Since, all nine brands have confirmed their commitment to ensuring U.S. sportsbooks follow appropriate advertising guidelines.

The coalition released a joint statement on Wednesday, saying:

“As the legalization of sports betting spreads nationwide, we feel it is critical to establish guardrails around how sports betting should be advertised to consumers across the United States. Each member of the coalition feels a responsibility to ensure sports betting advertising is not only targeted to an appropriate audience but also that the message is thoughtfully crafted and carefully delivered.”

Coalition aims to protect kids & young adults

According to the coalition, its goal is to promote safe, responsible gambling. In addition to discouraging excessive gambling, the group aims to ensure sports betting ads are not marketed to anyone under the legal gambling age — a core demographic of each of the four major sports leagues.

Each ad should be subject to appropriate internal review, and all consumer complaints should be addressed. Moreover, the coalition looks to ensure that future ads are neither misleading or in poor taste.

Mike Mulvihill, FOX Sports EVP of Strategy and Analytics, said:

“FOX and FOX Sports are proud to be charter members of this broad and important coalition. As America’s leader in live sports, we are committed to providing fans a responsible and ethical engagement with sports betting, keeping the integrity of the games and our broadcasts at the forefront at all times.”

Sports leagues & media prep for future

Since the federal repeal of PASPA in 2018, sports betting has seen a rampant increase in popularity throughout the U.S., and it’s yet to show any signs of slowing down. With that in mind, these nine brands look to create additional safeguards for the budding industry.

Above all, the coalition’s goal is to create and enforce sportsbook advertising policies that will help protect consumers.

NFL Sports Betting GM David Highhill said:

“Legalized sports betting offers fans another way to engage with their favorite sports, but just as we must support problem gambling prevention and resourcing, we must also remain mindful of how sports betting is presented and advertised to consumers, and this coalition should greatly aid in that cause.”

Kenny Gersh, EVP of MLB Media & Business Development, added:

“Layering this coalition’s work in the advertising arena on top of our efforts to promote responsible gambling and address problem gambling challenges will lead to more thoughtful planning and implementation across the board.”

Alec Cunningham is a lead writer and analyst for She has covered countless online sports betting and casino legislation topics and now specializes in responsible gambling and gambling addiction recovery. In 2022, she served as a panelist at the All-American Sports Betting Summit, discussing the ever-evolving role of women in the gambling industry. As a college athlete, Alec Cunningham played Division II golf at Tusculum University. She graduated in 2015 with a bachelor’s degree in Journalism and Professional Writing. After working in the music industry as a concert promoter, tour manager and artist developer, she returned to her love of written word in 2020. Since then, Cunningham's love of sports has led her to become a responsible gambling advocate.

Hot Betting News Stories