Attention Virginia enthusiasts: The beloved Old Dominion is still yours to cherish.
However, bettors have been dealt a blow. A newly approved legislation has prohibited gambling companies from using the slogan “Virginia Is for Bettors” in their advertising and marketing strategies.
According to the law, Virginia does not allow betting.
Background on “Virginia Is for Lovers”
The travel slogan “Virginia Is For Lovers” was crafted by advertising executives from Richmond in 1969. Their intention was to entice tourists to explore the stunning sights and delightful experiences available in the commonwealth.
Since then, the slogan “Virginia Is For Lovers” has experienced exponential growth in popularity, even receiving prestigious awards. Notably, in 2009, it was honored with induction into the Madison Avenue Advertising Walk of Fame in New York City.
That year, there were a few other heavy hitters that industry types celebrated.
- AOL Running Man
- Budweiser Clydesdales
- State Farm is there, just like a good neighbor.
These four advertising giants can be likened to the greatest basketball players of all time, such as Michael Jordan, Kareem Abdul-Jabbar, Lebron James, and Kobe Bryant, in their respective domains.
That is possibly why Virginia lawmakers were feeling somewhat defensive of the slogan.
The bill, SB96, co-sponsored by Sen. Thomas Norment and Sen. John Cosgrove, aims to restrict gaming companies from utilizing the slogan “Virginia Is For Bettors” in their advertising or marketing initiatives.
On Monday, April 11, Gov. Glenn Youngkin officially signed the efforts supported by both the House and Senate. The new law imposes fines of up to $50,000 for individuals who violate it.
Why Virginia isn’t for gamblers
After coming across a radio ad that featured the now-prohibited phrase, Norment expressed his strong support for the passing of this law, making his voice heard on the matter.
As Norment said:
To be honest, it bothered me. We’ve dedicated our lives to promoting ‘Virginia Is for Lovers.’ It felt like someone was encroaching on our territory. … I prefer if it was boldly displayed instead of making people search for the federal code and trademark and patent registrations.
The largest sportsbooks in Virginia, including DraftKings, FanDuel, BetMGM, Caesars, and Barstool Sportsbooks, have yet to provide any comment regarding the recently implemented law.
Norment appeared to be the typical old man who raised his voice at the clouds. Essentially, he was starting an argument with no one, as there were no strong opposing views.
Ever since the introduction of the VA sports betting market in January 2021, bettors have accumulated a staggering $4 billion in wagers. Sportsbooks, on the other hand, have disclosed revenue surpassing $352 million. Considering these figures, if a gaming operator is willing to undertake the gamble and initiate a “Virginia Is for Bettors” campaign, the $50,000 fine would appear insignificant in comparison.
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