Social Responsibility Campaign Scores Big With Major League Partnerships

Goal

The American Gaming Association launched a responsible sports betting initiative featuring partnerships with the NBA, WNBA, MLB, NHL, and NFL to reinforce trust, visibility, and stakeholder engagement.

My Role & Scope

Led creative and brand strategy, aligning league partners, internal teams, and external agencies around a unified message and visual system.

Strategy

Developed a bold, co‑branded campaign identity and video strategy designed to resonate with both industry leaders and the public. Ensured consistency across all league activations while allowing flexibility for partner‑specific execution.

Results

• Five major professional sports league partnerships

• 8,000 priority stakeholders reached, including commissioners, executives, and policymakers

• National Super Bowl ad placement and exceeded digital impression goals