In the lead-up to the 2026-27 NBA season, the NBA and WNBA have teamed up with the National Council on Problem Gambling (NCPG) to launch a new responsible gaming initiative. This campaign seeks to address both state-regulated sports betting and prediction markets as one cohesive effort.
The leagues aim to educate fans about the potential risks tied to sports wagering and trading in sports event contracts, particularly targeting young adults. A press release highlighted this intention, stating, "Whether placing a sports bet or trading on a prediction market, both activities can put fans at meaningful risk when not done responsibly."
The campaign includes a new advertisement that will air across various social media and traditional broadcasting platforms through the networks associated with both basketball leagues. The NBA’s broadcasting partners include NBC/Peacock, Amazon Prime, and ABC/ESPN/Disney+. The focus of the campaign will stress that gambling impacts can extend beyond just financial repercussions, affecting mental health and personal relationships as well. It will remind fans that even those who consider themselves basketball experts face risks when betting on the leagues.
Officials from both leagues underscored that this initiative is intended to enhance basketball fans' understanding of the associated risks of betting. NBA Head of Media Distribution and Partnerships Scott Kaufman-Ross stated, "As the ways people engage with sports continue to evolve, it is important that fans understand the risks associated with putting money on sports outcomes. Through this campaign, we want to help fans make informed decisions, understand the risk and, if they choose to bet, trade or anything similar, that they do so responsibly."
WNBA Chief Growth Officer Colie Edison emphasized the initiative's core goal. "By bringing this campaign to WNBA audiences, we can reach more fans with practical guidance on understanding financial risk, setting limits, and recognizing when and where to find support," she remarked.
The NBA season kicks off on October 20, while the WNBA Finals are currently underway for the conclusion of the 2026 season.
This campaign also arrives at a time when there is increasing dialogue about the relationship between prediction markets and sports betting. The NBA has historically taken a reserved position regarding prediction markets compared to other major North American sports leagues like the NHL and Major League Baseball, which have engaged in partnerships with leading firms in this area. Reports in September indicated the NBA might confirm its involvement in prediction market deals by the new season's start, with various companies under consideration.
Some NBA superstars have already aligned themselves with prediction markets. LeBron James is connected with Polymarket, while Giannis Antetokounmpo is a shareholder in Kalshi. However, fellow player Victor Wembanyama expressed concerns regarding teammates endorsing gambling, stating it was "sad" to see such promotion.
The NCPG, while pivotal to the launch of this new campaign, is currently facing scrutiny due to its ties with Kalshi. The organizations will encourage better understanding of gambling risks, advocating for fans to set limits on their gambling activities and seek help if necessary. Educational resources will be made available, notably the support line 1-800-MY-RESET.
Derek Longmeier, President of the NCPG Board, remarked, "Awareness is an important first step in preventing gambling-related harm. We’re proud to support a campaign that brings greater visibility to the risks of sports betting and prediction markets, helping fans understand potential harm and available resources."
Notably, the NCPG's collaboration with Kalshi generated backlash from certain member organizations, which claims such ties impair the council’s neutral stance. Escalating tensions have led to several state organizations withdrawing their memberships, including the Evergreen Council on Problem Gambling, the Michigan Gaming Control Board, the Nevada Council on Problem Gambling, and the Ohio Casino Control Commission. In late September, the NCPG confirmed the resignation of Executive Director Heather Maurer after less than a year, a decision linked to the council’s partnership with Kalshi, according to reports. The NCPG continues to assert its goal of working collaboratively to minimize gambling-related harms, maintaining its stance that associations do not imply endorsements of specific products or practices.
