IAGA SUMMIT FOCUS: KEYNOTE NATIONAL FOOTBALL LEAGUE
Betting Advertising. Te coalition is our commitment to establishing guardrails around how sports betting should be advertised to consumers across the United States. Each member of the coalition, which includes the NFL, MLB, NASCAR, NBA, WNBA, NHL, NBCUniversal, and Fox, feels a responsibility to ensure that sports betting advertising is not only targeted to an appropriate audience, but also that the message is thoughtfully crafted and carefully delivered.
What has the NFL got right in its sports betting relationships and offers - and what needs improvement?
Te NFL has continued to take a thoughtful, long-term approach to sports betting, which has allowed us to see how the industry has adapted and to learn from what others have done before us. We have worked closely with state legislatures to ensure that fans are protected and game integrity is preserved, with our partners to create new engaging fan experiences, and with the NCPG and our clubs to promote responsible gambling.
Tese partners include best-in-class operators and media companies who help drive innovative and incremental fan experiences for interested fans. Our fan feedback platforms tell us that they find these new experiences additive, engaging, and fun. Our focus has been on offering an array of options that appeal to both casual and avid fans alike, and our partners are critical in delivering these. Critically, these partners are also committed to supporting our efforts around integrity of the game.
What lessons has the US learned as a late adopter of legalised sports betting?
As we look to continue to improve the range of products offered to fans, across digital content, live games, and other club relationships, it’s incredibly important for us to be purposeful about not saturating fan experience with betting content. Similarly, it’s critical that we avoid marketing to youth and those who chose to self- exclude. We’re committed to remaining proactive on responsibility measures as well, such as our support for NCPG and via our clubs in their home markets.
Has the sports betting industry done the best job possible in protecting NFL content and intellectual property?
Interest in NFL content and intellectual property underscores the outsized value it has to sports book operators and other partners. Again, we’ve chosen to work with best-in-class partners (as do our clubs) to provide differentiated experiences with our content and IP. Te League has always had robust programs to monitor use of our content and IP, with open lines of communication to address issues as they arise. We know our partners appreciate this and also take measures to police themselves and competitors.
P52 WIRE / PULSE / INSIGHT / REPORTS
“As we look to continue to
improve the range of products offered to fans, across digital
content, live games, and other club relationships, it’s
incredibly important for us to be purposeful about not
saturating fan experience with betting content. Similarly, it’s critical that we avoid
marketing to youth and those who chose to self-exclude.
We’re committed to remaining proactive on responsibility measures as well, such as our support for NCPG and via our clubs in their home markets.”
Does law enforcement have the resources, monitoring facilities and enforcement tools it needs to protect fans and penalise bad actors, both in the US and abroad?
We continue to collaborate with key stakeholders including law enforcement, regulators, operators, and other leagues. Along with many industry stakeholders, we believe that additional attention and resources are needed from lawmakers and law-enforcement to address the illicit sports betting market, which has the power of incumbency.
Congress showed a clear interest in stopping this illegal activity when it passed the Unlawful Internet Gambling Enforcement Act (UIGEA) in 2006. Illegal gaming operators do not offer the important consumer and security protections that legal sites do. Tey don’t use anti-money laundering protocols, identity and age verification, sports integrity monitoring processes, or financial and cyber security systems.
Americans’ money wagered on these illegal platforms is flowing offshore to fund enterprises and individuals with no transparency. And critically for the NFL, these sites do not help us protect game integrity.
“Congress showed a clear
interest in stopping this illegal activity when it passed the Unlawful Internet Gambling Enforcement Act (UIGEA) in 2006. Illegal gaming operators do not offer the important consumer and security
protections that legal sites do. They don’t use anti-money laundering protocols, identity and age verification, sports
integrity monitoring processes, or financial and cyber security systems. Americans’ money wagered on these illegal
platforms is flowing offshore to fund enterprises and individuals with no
transparency. And critically for the NFL, these sites do not help us protect game integrity.”
How has the NFL sought to ensure that fans always have access to official, reliable league data?
Te widespread use of official league data protects consumers and creates a safer, more engaging sports betting experience. Official league data is, in short, game data that is captured in real time by league-developed technology and sent to third party vendors, which, in turn, package that data for sports betting purposes and distribute it to sportsbooks.
Sportsbooks receive this accurate data almost instantly after the relevant game action occurs. Fast, accurate, and reliable data feeds are critical to protecting consumers who engage with these modern betting markets. And it is well established at this point that official league data is faster, more accurate, and more reliable than any other data source.
We work closely with partners to create the fastest, most reliable, and most accurate feed and the market has responded positively.
Are consumer protections being upheld amidst the massive amount of betting promotional activity?
Tis is a clear area of focus for the NFL, and we hope all stakeholders ensure that consumers are protected despite robust promotional activity when states launch. It is in everyone’s interest to have a long-term sustainable sports betting ecosystem and I look forward to speaking with industry leaders at IAGA on this important point.
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