The NFL announced that during the Super Bowl broadcast next month, viewers will be limited to seeing only three commercials related to sports betting. This decision was shared during a press briefing where David Highhill, the NFL’s general manager for sports betting, outlined the advertising schedule: one advertisement will air just before the game starts and two more will appear during the event.
Although the league has established caps on the number of these advertisements during games, sportsbooks have reserved fewer spots than the maximum, opting for only three during the Super Bowl, as confirmed by NFL representative Alex Riethmiller.
Highhill emphasized the league’s commitment to regulating the prominence of sports betting ads during broadcasts, noting that these will constitute less than 5% of total in-game advertisements. This strategy is part of broader efforts to safeguard the sport’s integrity, especially as the Super Bowl will take place in Las Vegas for the first time.
Jeff Miller, the NFL’s executive vice president, highlighted the shift in the league’s stance towards sports betting, which it now embraces while striving to preserve trust in the sport’s fairness. This includes careful management of betting-related advertisements and ongoing evaluation of fan engagement and perspectives on legal sports betting.
The debate over the frequency and impact of sports betting ads has been intense, particularly after New Jersey’s pivotal Supreme Court victory in 2018 that opened the door to legalized sports betting across the U.S. In response to rising concerns, an alliance was formed in 2023 between major sports leagues and media companies to promote responsible advertising that does not target young audiences.
Highhill also addressed accountability issues, noting that the NFL often faces criticism for betting ads that it does not directly oversee. Furthermore, Jeff Miller underscored the league’s dedication to maintaining the integrity of the sport, including educational initiatives and partnerships to monitor compliance with gambling regulations.
Keith Whyte of the National Council on Problem Gambling acknowledged the NFL’s significant contribution towards gambling addiction treatment and prevention, highlighting the tangible benefits seen from increased awareness and access to support resources.
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