Sports betting has become a huge business in recent years and ESPN has been along for the ride.
The company’s commercials with sports betting giants such as FanDuel and DraftKings got the ball rolling, and the company’s 2023 licensing deal with Penn Entertainment that created ESPN Bet has made ESPN an even bigger player in the space. While ESPN Bet disappointed in earnings coming out of the gate, it still ranks sixth in the U.S. online sports betting market, according to Sports Business Journal.
With that increased gaming presence comes a responsibility for ESPN to educate viewers and bettors on the associated risks. That’s the goal of a new “responsible gaming campaign” ESPN launched Tuesday.
The campaign, “The Talk,” features two ads, one starring SportsCenter anchor Elle Duncan, the other with SC anchor Gary Striewski. In Duncan’s spot, which debuted Tuesday, a young man on his wedding day starts to get a talk from his father about betting. When the son brushes his father off, Elle Duncan walks into the room.
“Is Elle Duncan going to talk to me about … ?” the young man asks.
“Setting a budget when you bet,” Duncan finishes.
Duncan mentioned the young man had won a “longshot parlay” but hadn’t won since, warning him about the classic no-no in problem gambling, “chasing your losses.”
“At ESPN, we believe the best play is a smart play,” Duncan concludes.
Striewski’s commercial will debut later this year.
The campaign will feature the 1-800-GAMBLER hotline and direct viewers to ESPN.com/smartplay for more information.
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“At ESPN, we believe it’s our responsibility to help sports fans understand the risks of sports betting and learn what smart betting looks like,” Kevin Martinez, Vice President of ESPN Corporate Citizenship, said in a statement. “When ESPN decided to license its name to a sportsbook, responsible gaming was at the forefront of the discussion. The ESPN BET sportsbook, operated by PENN Entertainment, offers comprehensive responsible gaming resources that encompass a wide range of protections and tools.
“However, ESPN’s commitment to responsible gaming extends even further. Because we feature content and advertising on betting, we believe we have a responsibility to help sports fans understand how to bet responsibly. We’re proud to work with industry leaders to find new and different ways to reach these audiences.”
The rise of sports betting is a new frontier in sports television and raises many questions. Just last month, ESPN riled some people when its X account had a post touting the betting record of network personality Erin Dolan.
Some might see a conflict in a company encouraging wagers through ESPN Bet or a FanDuel commercial, then in the next commercial spot running a “responsible gaming campaign.” (Then again, alcohol companies have been doing something like this for years, selling beer, then turning around and touting the importance of a designated driver.)
More education on the topic, such as this “The Talk” campaign, is always a good thing.
“ESPN is taking an important approach to responsible gambling messaging, supported by behavioral science research,” Brett Abarbanel, Ph.D., Executive Director, International Gaming Institute at UNLV said in a statement. “Rather than just focusing on the negative, these spots accentuate the positive by encouraging healthy habits: being a better bettor is not just about knowing when to take risks, it’s also about knowing when not to.”
