Entain Foundation US agrees RG-geared NHL Alumni Association partnership
Non-profit group signs three-year agreement to become official responsible gaming partner
Entain Foundation US has signed a three-year deal to become the official responsible gaming partner for the NHL Alumni Association (NHLAA) as part of a new responsible gambling (RG) initiative.
Within the agreement, the foundation will support the NHLAA’s health and wellness programs in addition to making their responsible gambling education programs available to all NHLAA members.
The NHLAA, Entain Foundation US, and Entain’s data technology partner Wager Score will collaborate on a soon-to-be developed educational program, which will extol the virtues of responsible gambling among players.
Entain and Wager Score recently co-launched a pilot program for affordability checks in Ontario, in which bettors are required to submit documentation confirming their ‘financial stability’ to place bets.
It is understood this pilot program may be incorporated into the NHLAA partnership as it develops.
Entain Foundation US trustee and SVP of American regulatory affairs Martin Lycka welcomed the agreement, expressing his pride at working with the NHL-centric group.
“As sports betting continues to grow in popularity throughout North America, it is crucial that we expand our educational efforts,” Lycka said.
“This new partnership reflects this importance and will ensure that NHL alumni and fans can gain access to impactful, educational programs on how to avoid gambling harm,” he added.
Established in 1999, the NHLAA aims to improve the lives of former NHL players and their families and has the largest membership of retired professional hockey players of any alumni group in the US.
Speaking about the new agreement, NHLAA president and executive director Glenn Healy said: “The NHLAA is proud to be entering this new partnership with Entain Foundation and our team is aligned with their vision of promoting responsible gaming research and education tools to sports fans.
“We look forward to using the collective voice of our NHL Alumni members, each of whom have paved the way for the game we love today, to champion safe gambling practices for all,” Healy added.