Atlantic City, N.J. (AP) — Despite the saturation of sports betting advertisements, the NFL announced on Tuesday that only three such ads will be featured during the upcoming Super Bowl broadcast.
According to David Highhill, the NFL’s general manager for sports betting, viewers can expect one sports betting ad right before kickoff and two additional ads during the game. The league has imposed restrictions on in-game sports betting advertising, but only three ads have been purchased for the Super Bowl broadcast, falling below the maximum allowed, as confirmed by NFL spokesperson Alex Riethmiller.
Highhill addressed the league’s efforts to control sports betting advertising during live games, stating, “We’ve put some policies in place to limit the amount of advertising for sports betting that happens in our live games.” He emphasized that it’s approximately one ad per quarter, constituting less than 5% of all in-game ads.
During an online forum discussing the NFL’s first Super Bowl in Las Vegas, league officials and the leader of a problem gambling treatment group emphasized the importance of maintaining public confidence. The league, initially opposed to the legalization of sports betting, is now prioritizing efforts to ensure the integrity of the games.
Jeff Miller, the NFL’s executive vice president of communications, public affairs, and policy, highlighted ongoing efforts to survey fan attitudes towards legal sports betting since 2019. Although specific statistics were not provided, Highhill mentioned an increase in fans favoring and participating in sports betting, with a simultaneous decrease in those opposed.
The issue of sports betting advertising has been a source of contention, with concerns raised about its impact on recovering compulsive gamblers. Following New Jersey’s Supreme Court victory in 2018, sportsbooks flooded various media channels with ads, prompting customer complaints and legislative threats to impose restrictions.
In April 2023, major professional sports leagues, including the NFL, Fox, and NBCUniversal, formed an alliance to ensure responsible sports betting advertising. Highhill acknowledged challenges, stating, “There’s times when we’re held accountable for ads that are not running in our games, that are running on other sports programming or sports radio throughout the week.”
Jeff Miller discussed integrity measures implemented by the league, including training personnel, partnerships with third-party monitoring companies, and disciplinary actions for rule violations. Las Vegas received praise for its dealings with the league, showcasing competence in events such as the Raiders’ relocation and the recent NFL draft.
Keith Whyte, executive director of the National Council on Problem Gambling, acknowledged the NFL’s $6.2 million donation in 2021, which has supported the expansion of gambling treatment programs and directed individuals with concerns to the group’s website and helpline.