Ultimate Fighting Championship (UFC) announced it has joined the American Gaming Association (AGA) to promote responsible sports betting. The Nevada-based mixed martial arts organization will be the newest partner of AGA’s public service campaign “Have A Game Plan. Bet Responsibly”. The AGA launched “Have a Game Plan. Bet Responsibly” in 2019 with the aim of educating sports fans on responsible sports betting. UFC will support the AGA’s campaign by using its own in-venue, online, and broadcast assets to promote co-branded marketing materials with UFC themes to encourage responsible sports wagering.

While reiterating the significance of responsible gaming, UFC President Dana White said, “We’re proud to work with the AGA and get behind this campaign to encourage our fans to make smart decisions and promote responsible gaming.” Dana added the mixed martial arts promotion company has the most “passionate and diehard fans”, who love to bet on UFC, but it’s essential they do it responsibly. The UFC has more than 625 million worldwide fans and 142 million social media followers. The entity produces over 40 live events each year while broadcasting to nearly 900 million TV households.

Other Sports Organizations Involved

Founded in 1994, the AGA is the national gaming industry association representing the $261 billion US casino industry, claiming to support 1.8 million jobs nationwide. UFC joins several other organizations – including NHL, PGA Tour, NASCAR – as a partner in the AGA campaign, focusing on the core principles of responsible sports wagering. These principles include setting a budget and sticking to it, keeping betting social, informed betting, and playing with reliable, regulated operators.

AGA President and CEO Bill Miller expressed gratitude to the progressive leagues like UFC, which lent their considerable voice to the campaign. He termed the UFC’s commitment important to engage, educate, and encourage their fans to bet responsibly. “As sports betting expands across the nation, professional sports leagues realize the need to educate fans and ensure they’re betting safely,” said Miller.

So far, around 25 states and the District of Columbia have regulated sports wagering. Of that, 21 have launched their industries. In the jurisdictions where sports betting is legalized, nearly 100 million Americans are eligible to place a legal wager. Another 14 states are considering legalizing the industry, including those undergoing active legislation or pre-filed bills.

Sportsbook Operators Also Join the Campaign

On March 6, New York-based FanDuel became the first online sportsbook to partner with the AGA’s national campaign to promote responsible sports wagering. It will have content live next month. In addition to FanDuel, UFC also joins Monumental Sports and Entertainment and Vegas Golden Knights as official campaign partners.

The company recently inked a $350 million deal with Boston-based DraftKings in North America. The multi-year agreement will see the sportsbook providing in-fight promotions and odds integrations in broadcasts and activations. As per the deal, the UFC will also feature the leading company during specific events, including the Dana White’s Contender Series. In addition to its partnership with giant companies like DraftKings, UFC’s overall outreach and fan-following will help spread AGA’s responsible gaming campaign more effectively.

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