Brand on a roll

On the eve of rolling out ESPN Bet in 17 states, the Disney-owned sports brand was busy donating $200,000 to the University of Nevada, Las Vegas’s International Gaming Institute (UNLV IGI).

ESPN PR shared news of the grant on X (formerly known as Twitter) intended to boost the UNLV IGI’s “pioneering” sports betting and media program:

According to a UNLV press release, the program is designed to address the complex challenges and opportunities that a burgeoning sports betting industry presents.

The educational and advisory services program will relate to sports betting “and its intersection with the media.” Via the collaboration, ESPN and the UNLV IGI’s goal is to promote responsible sports betting practices while studying the impact the industry has on the media.

Thought leaders

In a press release, UNLV IGI’s Executive Director Brett Abarbanel said the organization was “thrilled” to team up with ESPN. Abarbanel said the collaboration would establish the UNLV IGI as “the academic hub for thought leadership” in the sports betting media arena.

The news went down just as well with the UNLV Vice President of Philanthropy and Alumni Engagement, Rickey N. McCurry, who is also the UNLV Foundation President. McCurry stated ESPN’s grant will enable the public research university to create “a global hub of knowledge and best practices.”

The $200,000 from ESPN, meanwhile, will go toward the UNLV IGI program’s staffing, operations, scholarly research, and international outreach initiatives.

the institute will undertake “comprehensive reviews of current regulatory practices.”

A prime area of focus is the enhancement of responsible gaming. To that end, the institute will undertake “comprehensive reviews of current regulatory practices.” It will also promote best practices to workers and customers alike, with a view to upping responsible gambling engagement.

PR masterclass

With this high-profile grant to a world-renowned university, ESPN is flexing its muscles in the corporate social responsibility game, which may just make rivals FanDuel and DraftKings shiver in their boots.

Plus, the timing of the donation, just a day before ESPN Bet went live in 17 states complete with clear and strict rules for employees, is a solid public relations move.

Rather than deal out big superlatives, ESPN Vice President of Corporate Citizenship Kevin Martinez simply stated that the cash injection mirrored his brand’s commitment to “entertaining and responsible” sports betting. ??