Football fans, please bet responsibly. We're counting on you this NFL season. | Opinion

• Legal sports betting has become increasingly mainstream since a 2018 Supreme Court ruling.
• Fans are projected to wager more than $30 billion on the upcoming NFL season.
• Illegal gambling operations still account for nearly one-third of all U.S. gaming and lack consumer protections.

The 2024 National Football League season culminated in a thrilling Super Bowl showdown between the Kansas City Chiefs and the Philadelphia Eagles, with more than 127.7 million viewers and an estimated $1.39 billion wagered on the game. After a long summer without football, the anticipation for the 2025 season is only growing.

This season promises no shortage of storylines: Can Jayden Daniels lead the Washington Commanders back to the NFC championship? Will Saquon Barkley have another blockbuster year? 

Long before the first kickoff, for many fans, their first bet will already be placed. Fans are projected to wager about $30 billion on the NFL this season – up 8.5% from 2024.

That steady growth underscores just how mainstream legal sports betting has become in the seven years since the U.S. Supreme Court struck down the federal ban. Sports betting is woven into the fabric of the way fans watch, celebrate and connect with the game.

Gambling isn't bad – if it's done responsibly

That engagement is worth celebrating. It's also worth protecting. The goal is simple: Ensure that betting remains fun and responsible, so it enhances the fan experience for years to come.

Before 2018, placing a legal bet on football meant buying a plane ticket to Nevada. Today, 38 states and Washington, DC, have launched regulated markets, giving tens of millions of fans legal options.

Sports betting has matured, but with that shift comes a simple truth: Responsibility must mature with it.

That’s why it’s so important to have a game plan before you place a bet. Just like your favorite quarterback wouldn’t head into a big game without a strategy, betting works best when you set your plan and stick to it.

Know what you’re comfortable spending and remember that the point is to add fun to the experience. When the outcome doesn’t go your way, keep your cool. No wager is worth taking out frustration on athletes, officials or other fans. 

Our industry continues to expand responsible gaming efforts with Play Smart from the Start, a new program designed to help fans make informed choices. It encourages bettors to begin with the right mindset, understand the odds and terminology, and play intentionally by setting limits.

As an industry committed to responsibility and supporting those who might experience problems with gambling, we provide these tools to ensure that betting can remain a fun and social part of the fan experience.

These advances of the legal market are real, but they're fragile. For every legal sportsbook that invests in safeguards, there are illegal operators looking to exploit fans.

Legal sportsbooks verify ages, protect player funds and invest in responsible gaming programs, resources and technology. Most important, we partner with professional sports leagues, the NCAA and regulators to ensure that integrity risks are addressed and ultimately eliminated. 

Finally, the gambling industry contributes billions in tax revenue that supports schools, infrastructure and public safety. Illegal operators do none of that. They mislead fans, pose integrity risks, ignore safeguards and siphon money from local communities.

Shut down illegal betting operations

The illegal market is a stubborn problem. New data shows illegal gambling accounts for nearly a third of all U.S. gaming.

With sports betting specifically, Americans continue to wager tens of billions with offshore sites and illegal bookies each year, representing 24% of the total illegal market – down from 36% in 2022. That’s real progress, but billions remain in the shadows.

Beating back illegal operators requires a united front. Fans need clear information to identify legal options. Regulators and law enforcement must hold bad actors accountable.

Leagues, teams and broadcasters should continue to work together to steer fans toward regulated sportsbooks. Every stakeholder has a role to play.

Seven years after the Supreme Court opened the door, legal sports betting is now a normal part of how millions of fans enjoy the game. The challenge now is to ensure that growth is matched by responsibility.

If the industry and regulators continue to uphold the highest standards – and fans play smart from the start, keep their cool and stick with legal sportsbooks – sports betting will remain a positive part of the fan experience.

 Bill Miller is the president and CEO of the American Gaming Association.