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A Partnership Between The National Hockey League And The American Gaming Association

WASHINGTON (Oct. 23, 2020) – The National Hockey League (NHL®) and the American Gaming Association (AGA) announced a partnership today to promote responsible gaming activity through the Have A Game Plan.® Bet Responsibly. public service campaign.

Through the partnership, the NHL will use league-owned, in-arena, and digital marketing inventory for co-branded videoboard images, public address announcements, and animations of hockey-specific marketing materials that encourage responsible sports betting. The league will provide unique assets for each club in legal sports betting markets, including arena, desktop and mobile, and email applications.

“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,” said Keith Wachtel, NHL Chief Business Officer. “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. 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.”

The AGA’s Have a Game Plan. campaign focuses on the core principles of responsible sports betting: setting a budget and sticking to it, keeping betting social, knowing the odds, and playing with trusted, regulated operators. The NHL is only the second professional league to adopt the campaign. NASCAR announced a partnership with the AGA effort in mid-September.

“Teams and leagues are increasingly embracing sports betting as they explore new fan engagement opportunities during COVID-19,” said Bill Miller, AGA President and CEO. “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. We’re thankful for the NHL’s continued leadership on responsible sports betting. Their partnership on this initiative will be important for hockey fans everywhere as they cheer on their teams in coming seasons.”

HaveAGamePlan.org equips bettors with myriad resources for wagering responsibly, including locations for legal, regulated sportsbooks and how to get help if sports betting is no longer a fun, affordable form of entertainment.

Wachtel will discuss the partnership at a Global Gaming Expo (G2E) 2020 panel titled, “The Fan of the Future? How Leagues Are Capitalizing on Sports Betting Through Partnerships,” Tuesday, Oct. 27, 2020, at 12:30 p.m. ET. Media can register to attend here.


  • The NHL and its teams have formed 17 marketing and data sharing partnerships with gaming operators and suppliers since May 2018.
  • AGA research has found that the NHL’s annual revenue may increase by $216 million a year due to legal sports betting.
  • An AGA survey of sports bettors found that 27 percent of bettors wagered on the NHL in the past year—19% at a casino sportsbook, 41% online, and 22% with a bookie.
  • 18 states plus Washington, D.C. now offer legal, regulated sports betting, with another four not yet operational and six considering legalization.
  • Nearly half (11) of the 23 U.S. jurisdictions with legal sports betting are home to NHL teams.

Filed in: NHL Talk, | KK Hockey | Permalink


SYF's avatar

I haven’t been able to go to a VGK home game, yet (mainly because I’m a Wings fan and I’m true to my Wings).  I remember an article about installing these betting kiosks in the concourse areas of the TMA for those who wished to bet on the game.  I don’t know what has become of that idea, but as soon as they re-open the TMA for the NHL hockey season, I’ll look for it and check it out.

Posted by SYF from impossible and oddly communally possessive sluts on 10/23/20 at 11:43 AM ET

WingedRider's avatar

Ottawa’s owner already has his own (with his gals to place bets) and he owes big $$$, so Ottawa will stay on there own. Now if Toronto was smart they would somehow bet against themselves, not only in the playoffs because they are done in the 1st Round.  Good source of revenue to somehow pay for stupid contracts, though.

Posted by WingedRider from Saskatoon, SK on 10/23/20 at 12:29 PM ET

dougie's avatar

Oh, wow! Think of all the other potential NHL branded “fan engagement opportunities”!! Private lap dance kiosks, where the stripper begins the dance in the sweater of your choice!! NHL branded sex workers, ahem, “escorts”!  Punch a Protester Booth!!  The mind reels with the possibilities….sheesh.

Posted by dougie on 10/24/20 at 09:09 AM ET

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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

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