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NCAA Campaign Aims to Protect Student-Athletes from Betting-Related Harassment
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Number 63
NCAA Campaign Aims to Protect Student-Athletes from Betting-Related Harassment
Featured Focus:
Health & Wellness, Governance & Ethics, Partnerships for Good
Scope of Impact: Nationwide
Timed to coincide with the bracket frenzy surrounding the Final Four, the NCAA launched a new ad in its "Draw the Line" anti-sports betting campaign, with this particular PSA addressing the impact of betting-related harassment on student-athletes. While we know that there are multiple sides to this story (and we’ll talk about them all in our next Beyond the Scoreboard sit-down), we also know it’s worth covering. Here’s the scoop:
The Problem: The expansion of legal sports over the last few years has also led to a rise in online abuse. Bettors who lose money get angry, harass student-athletes via social media, and have a negative impact on their mental well-being (which also has a negative impact on their athletic performance). There’s been a lot of research in this area recently, with some studies showing that as many as 1 in 3 high-profile athletes face this abuse.
The Response: The NCAA launched a new element of its broader anti-betting campaign, the "Don't be a loser" ad, during March Madness broadcast and online coverage. Using clear language, it directly calls out the unacceptable behavior of harassing athletes over lost bets, and reinforces that while it’s OK to yell at your TV after a missed play, it’s never OK to yell at a player on social media.
The Goal: The goal of PSA is to raise public awareness, and shift fan/bettor behavior, urging them to respect student athletes (and athletes at all levels), even when financial stakes are involved.
We’ll admit: this one’s complicated. The NCAA's "Don’t be a Loser" ad directly confronts a toxic byproduct of the sports betting boom: the harassment of student-athletes. By launching a high-profile PSA campaign during peak betting season (March Madness), they’re using their already-owned media time to get the message out, and ideally, set a clear standard of conduct for highly-engaged fans who live and breathe college basketball.
From a tactical perspective, this PSA checks all the boxes. From a messaging standpoint, though…this is where the effort draws differing opinions.
Most sports marketers know that the most influential voices in the industry, especially in the context of Gen Z, aren’t teams or leagues – they’re players themselves. In fact, messaging from “establishments” can often have the opposite effect of what’s intended. While the NCAA’s goal of stepping-in to protect its athletes mental health is commendable, and something they should continue doing, they’ll need to change their approach in order to help usher-in a more ethical and humane era of betting.
YOUR NEXT PLAY:
When it comes to messaging, understanding your audience is everything. It defines what you say, how you say it, and where you distribute it. As you build your own content or campaigns, how much do you know about what your audience thinks, wants, likes, or needs? When’s the last time you asked them? Listening to your audience isn’t just good marketing, it’s also inclusive communication.
Covers, a sports-betting media platform, talks about the NCAA’s efforts to prevent betting-related harassment. | A PBS news report detailing the link between the national betting surge and athlete harassment online. | Official NCAA best practices for supporting student-athlete mental health. |
The National Council on Problem Gambling (NCPG) provides help and treatment options for a variety of circumstances. | The AGA’s approach to responsible gaming provides guidelines for industry professionals to ensure safe interactions and environments. | An article from the Legal Sports report explores why March was recently given this title, and what’s being done to address challenges in the space. |
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