ESPN Launches “The Talk” Campaign to Promote Responsible Sports Betting
ESPN is stepping up its efforts to educate fans with the launch of “The Talk,” a new campaign designed to promote responsible gambling. Using humor and relatable messaging, the campaign encourages viewers to have honest conversations about betting habits while providing tools and resources to foster smarter play.
Engaging and Humorous Approach
“The Talk” features two creative spots starring SportsCenter anchors Elle Duncan and Gary Striewski. Inspired by the classic “heart-to-heart” family conversations, the ads use humor to engage viewers while delivering a meaningful message about responsible gambling.
Elle Duncan’s spot, titled “Wedding Day,” debuted on January 21 during TGL on ESPN. Gary Striewski’s ad is set to air later in 2025. Both aim to normalize discussions about betting habits, encouraging fans to play smart and stay in control.
“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,” said Kevin Martinez, Vice President of ESPN Corporate Citizenship.
Tools and Resources for Fans
The campaign directs viewers to ESPN.com/smartplay, a dedicated landing page featuring resources to help fans navigate responsible betting. This includes information on tools available through ESPN BET, operated by PENN Entertainment, and other resources such as the 1-800-GAMBLER hotline.
ESPN’s platform also offers an interactive Beginner’s Guide to Betting, which introduces fans to key betting concepts, terminology, and strategies.
“This campaign blends education, humor, and actionable resources to emphasize the importance of responsible gaming,” Martinez explained. “We want fans to reflect on their habits and discuss smart practices with family and friends.”
Backed by Behavioral Science
ESPN’s approach to responsible gambling messaging is grounded in behavioral science. Dr. Brett Abarbanel, Executive Director of the International Gaming Institute at UNLV, praised the campaign for its positive framing.
“Rather than focusing solely on the negative, these spots encourage healthy habits,” Abarbanel said. “Being a better bettor isn’t just about taking risks—it’s about knowing when not to.”
A Broader Commitment to Responsible Gaming
“The Talk” builds on several initiatives that highlight ESPN’s long-term commitment to responsible gaming:
- UNLV Collaboration: Partnering with the International Gaming Institute to fund competitive research fellowships and advance education on responsible gambling in sports media.
- Responsible Marketing Policies: Implementing guidelines to restrict advertising to underage audiences and ensuring responsible messaging, even in states where ESPN BET is not active.
- Comprehensive Resources: Offering a variety of tools, including guides, tutorials, and interactive materials, to help fans understand and manage their betting activity.
Though ESPN BET is central to ESPN’s sports betting strategy, “The Talk” campaign is broader in scope, addressing all fans regardless of their platform of choice.
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