“Never Know What’s Next,” a 30-second spot that encourages responsible betting in sports, was released by the NBA, MLB and the NHL.
The Chemistry agency created the work.
The spot, with support from sportsbook operators DraftKings; Fanatics Sportsbook; FanDuel; PENN Entertainment, operator of ESPN BET; and the National Council on Problem Gambling, reminds fans to bet responsibly and set limits.
The campaign's focus is that betting is a form of entertainment. There are no locks, no easy money. The spot features live game action from the NBA, MLB, and NHL to demonstrate how unpredictable sports can be. That last-minute home run or shot from half court as the clock runs out — every moment is real-time action. There are no certainties in any major league game.
Scott Kaufman-Ross, NBA senior vice president, head of gaming and new business ventures, said: “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.”
The ad directs fans to the National Council on Problem Gambling’s digital destination, which provides resources to learn about responsible gaming.
Casey Brett, MLB senior vice president, business development, added: “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.”
The sports-betting industry in the U.S. generated $7.56 billion in revenue in 2022, according to Statista.