DETROIT, MI: The Michigan Gaming Control Board (MGCB) today officially announced the expansion of its “Don’t Regret the Bet” advertising program — now inviting high school sports booster clubs statewide to participate in 2026 and beyond. This initiative supports local athletic programs financially while delivering proven responsible gaming messaging to youth who are increasingly exposed to gambling influences across media and sport environments.
A recent study from the University of Michigan C.S. Mott Children’s Hospital found that one in six parents of teens are concerned their child may be developing a gambling problem, underscoring the growing need for awareness and prevention efforts.
“Responsible gaming education isn’t just good practice — it’s critical for protecting Michigan’s youth in an era where betting content is everywhere,” said Henry Williams, MGCB Executive Director. “Booster clubs are deeply trusted in their communities, making them ideal partners to reinforce positive behaviors while generating funds for their programs.”
“We’re honored that the ‘Mini Me’ commercial has received Platinum recognition from the dotCOMM Awards,” said MGCB Executive Director Henry Williams. “This campaign was carefully crafted with a message that is relatable and free of stigma, encouraging smart choices around gambling. Collaborating with King Media has allowed us to deliver that message in a way that resonates and, most importantly, makes a difference.”
Why Participate?
- Financial Support for Booster Clubs: Participating organizations can earn up to $4,000 through the program by running MGCB-approved responsible gaming ads and materials that drive awareness and community engagement.
- Benefiting Students and Families: Research shows that young people recall sports betting advertising frequently — especially via social media and digital platforms — and that exposure is linked to heightened interest in gambling activities and normalization of betting behaviors. For example, studies have found that youth recall multiple sports betting ads per week, often without corresponding exposure to responsible gambling messages, underscoring the need for education and awareness initiatives.
- Simple Participation: Materials and guidelines are designed to be straightforward and flexible, making participation easy for booster clubs of all sizes.
Advertising Opportunities Include:
- Digital and social media ads featuring “Don’t Regret the Bet” messaging
- Placement in event programs, scoreboards, and booster newsletters
- Branded posters and graphics distributed for school sporting events
Program Requirements:
- Must be a school-affiliated 501(c)(3) booster organization
- Agree to display MGCB-approved responsible gaming messaging
- Submit a short application form and comply with basic reporting guidelines
Research and Rationale
Gambling marketing is widespread and memorable to young people, who often encounter betting promotions through social media, internet ads, and televised events. Studies have shown that young people are highly aware of sports betting advertising, with many recalling multiple ads per week and only a minority reporting awareness of responsible gambling tools. Research further suggests that greater exposure to gambling ads is associated with increased likelihood of gambling and gambling-related risks among adolescents.
By engaging booster clubs in delivering responsible gaming messages, the MGCB aims to counterbalance gambling advertising influences with positive education, contributing to safer decision-making by Michigan youth while supporting extracurricular programs that enhance school and community life.
By engaging booster clubs in delivering responsible gaming messages, the MGCB aims to counterbalance gambling advertising influences with positive education, contributing to safer decision-making by Michigan youth while supporting extracurricular programs that enhance school and community life.
How to Apply
Applications are now being accepted. Booster clubs interested in participating should send an email to research@KingMediaNow.com. Funding opportunities are available immediately upon acceptance, and applications will be reviewed on a rolling basis.
For more information on Don’t Regret the Bet, visit DontRegretTheBet.com.
Gambling in any form is for entertainment purposes only. If you or someone you know may have a gambling problem, call 1-800-GAMBLER, chat online, or visit 800gambler.org. Help is available 24/7 and is free and confidential. Michigan citizens can also visit the Responsible Gaming page of the MGCB website for information on self-exclusion programs including the Disassociated Persons List and the Internet Gaming and Sports Betting Responsible Gaming Database, and DontRegretTheBet.org for additional tools to game responsibly.
The Michigan Gaming Control Board shall ensure the conduct of fair and honest gaming to protect the interests of the citizens of the state of Michigan. Learn more at Michigan.gov/MGCB.
The Michigan Gaming Control Board shall ensure the conduct of fair and honest gaming to protect the interests of the citizens of the state of Michigan. Learn more at Michigan.gov/MGCB.
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For more information, please contact King Media at 517.333.2048.
