UFC Joins American Gaming Association Responsible Gaming Initiative

  • The organization joins NASCAR, NHL, and the PGA Tour as partners of the campaign
  • UFC will promote co-branded marketing materials to encourage fans to bet responsibly
  • The partnership comes a short time after the UFC signed a deal with DraftKings
UFC belt at press conference
The UFC is working with the AGA to promote responsible sports betting through the AGA’s “Have A Game Plan. Bet Responsibly.” initiative. [Image: Shutterstock.com]

UFC following other sports organizations

The UFC announced this week a new partnership with the American Gaming Association (AGA). The premier mixed martial arts organization is set to promote responsible sports betting as part of the “Have A Game Plan. Bet Responsibly.” initiative. The public service campaign now has several partners working toward providing safe gambling messaging to consumers.

UFC announced the new partnership via Twitter:

The AGA welcomes the UFC soon after NASCAR, the National Hockey League, and the PGA Tour joined as a partners in the campaign. The initiative is based on the core principles of responsible sports betting, including setting a budget and maintaining it, betting socially, knowing the odds, and playing with regulated and trusted providers.

UFC responsible gaming effort

To provide support for the campaign, the UFC will use its in-venue, digital, and broadcast assets. The organization will promote co-branded marketing materials, including UFC theming.

UFC President Dana White stated that the organization has “passionate and die-hard” fans that enjoy betting on the matches, but it is important that they do so in a responsible manner.

encourage our fans to make smart decisions and promote responsible gaming”

“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,” White said in Tuesday’s press release.

AGA President and CEO Bill Miller pointed out that as sports betting continues to expand across the United States, professional sports leagues need to educate fans and ensure that everyone is wagering in a safe manner.

The campaign

The AGA introduced “Have A Game Plan. Bet Responsibly.” in 2019 with the goal of educating sports fans on responsible sports betting. In the United States, 25 individual states and the District of Columbia have legalized sports betting. Of that number, 21 jurisdictions have wagering up and running.

In the jurisdictions where sports betting is legal, there are currently 100 million Americans who are old enough to place a wager.

An additional 14 states are working to legalize sports betting, be it with active legislation or pre-filed measures.

DraftKings partnership

The UFC also recently signed a $350 million partnership deal with DraftKings, valid for five years, in the US and Canada. With the agreement, DraftKings will provide in-fight promotions as well as odds integrations in broadcasts and activations.

DraftKings has access to UFC logos and branding. It is set to offer weekly free-to-play games to fans of the organization. The sports betting provider is also the presenting partner for the UFC Fight Clock, a new time-keeping system for fights.

UFC will highlight the operator during certain events, including the Dana White’s Contender Series. DraftKings will have canvas brand positioning and will be clearly visible to fans as fighters take to the octagon.

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