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U.S. Gambling Industry Spent 8.7x More on Celebrity Endorsements Than on Responsible Gambling Communications in 2025, 5W Research Division Finds.

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$520 million on celebrity and athlete partnerships. $60 million on responsible gambling programs and communications. The ratio is now appearing in ESG ratings, legislative testimony, and AI search citations. 

MIAMI, July 3, 2026 /PRNewswire/ — The 5W Research Division today released the 5W Responsible Gambling Communications Audit 2026 — a 24-month industry analysis examining how the U.S. gambling industry communicates about responsible gambling and what that communications posture is costing in regulatory, ESG, and AI-search outcomes. 

The audit reviewed 30 operators across sports betting, online casino & iGaming, and land-based casino. Data sources included 47,000+ earned media articles, 180+ ESG disclosures and 10-K filings, 240+ state regulator filings, and 2,400+ AI engine queries across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. 

The U.S. gambling industry spent $3.9 billion on marketing and advertising in 2025. Of that: 

$520 million went to celebrity and athlete endorsement partnerships.$60 million went to responsible gambling programs and communications.Ratio: 8.7 to 1 — the highest of any regulated American consumer category with a public-health dimension.

For context: U.S. tobacco’s ratio is below 1.5-to-1 post-Master Settlement. Alcohol is approximately 4-to-1. Pharmaceuticals run near 1-to-1 under FDA-mandated risk communication. 

Six headline findings: 

The 8.7-to-1 Ratio. No publicly traded operator surveyed has issued a specific defense in investor communications.Earned Media Underinvestment. $90M on earned media against $3.9B total — 2.3%. 34% of branded search results are not operator-controlled.ESG Disclosure Gap. Only 4 of 12 publicly traded operators disclose RG investment as a percentage of marketing spend.Regulator Communications Asymmetry. In 11 of 38 legal markets, state gaming commissioners receive proactive RG communications from fewer than three operators per year.The AI Citation Gap. BetMGM cited in 78% and DraftKings in 64% of AI responses for strongest RG programs. Six other major operators are cited in fewer than 20%.The Pre-Legalization Penalty. In Michigan, Ohio, and North Carolina, operators that published RG content in state media before legalization achieved faster regulatory approval.

The 5W RG Communications Index scored each operator on a 100-point scale. Top performers: MGM Resorts International (81/100), BetMGM Sportsbook (78/100), BetMGM Casino (74/100), DraftKings (71/100), FanDuel (66/100). Bottom performers: Las Vegas Sands (41/100), ESPN Bet (38/100), Fanatics Sportsbook (34/100), bet365 (29/100), Stake.us (22/100). 

“The gambling industry has built the most visible advertising ecosystem in American consumer marketing in five years. It has not built the credibility infrastructure to match it,” said Ronn Torossian, Founder and Chairman of 5W. “The 8.7-to-1 ratio is no longer a marketing department metric. It is a capital markets metric. It is in Sustainalytics. It is in MSCI. It is in legislative testimony in California, Texas, and Florida. And it is in the answer ChatGPT gives a parent who asks which sportsbook is safe for their kid in college.” 

The audit recommends five communications investments to close the gap: disclose RG investment as a percentage of marketing spend, build owned-media RG content the AI engines can cite, establish executive visibility on RG topics outside crisis windows, engage regulators proactively in pre-legalization markets, and reallocate 3–5 percentage points of marketing budget toward earned media at parity with celebrity partnerships — representing $117M to $195M redirected at industry scale. 

The full audit is available free at 5wpr.com/research/responsible-gambling-audit-2026/.

About 5W 

5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, and influencer channels. 5W combines public relations, digital marketing, Generative Engine Optimization (GEO), and proprietary AI visibility research to help clients measure and grow their presence in AI-driven buyer research. Founded in 2003, 5W is recognized as a Top U.S. PR Agency by O’Dwyer’s, named Agency of the Year in the American Business Awards®, honored as a 2026 Top Place to Work in Communications by Ragan, and named to Digiday’s WorkLife Employer of the Year list. 5W serves clients across B2C sectors — Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, and Nonprofit — and B2B specialties including Corporate Communications, Reputation Management, Public Affairs, Crisis Communications, and Digital Marketing across Social, Influencer, Paid Media, GEO, and SEO. Learn more at 5wpr.com.

Media Contact
research@5wpr.com

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SOURCE 5W Public Relations

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SAP Celebrates America’s 250th with Investment in the Next Generation

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WALLDORF, Germany, July 3, 2026 /PRNewswire/ — SAP SE (NYSE: SAP) today announced its intent to make a one-time $1,000 contribution to the Trump Account of each eligible child of a U.S.-based SAP employee. SAP’s planned contribution is designed to complement the federal government’s seed contribution, doubling the initial investment for eligible children of U.S.-based SAP employees and supporting families as they build toward long-term financial security.

Trump Accounts, also known as 530A Accounts, were established under the One Big Beautiful Bill Act as tax-advantaged investment accounts designed to encourage long-term savings and wealth creation for American children. Under the program, eligible U.S. citizen children born between January 1, 2025, and December 31, 2028, will receive a one-time $1,000 federal seed contribution to establish an account.

Building Brighter Futures: SAP Supports Family Financial Security and Digital Opportunity

“As the United States marks 250 years of independence, SAP recognizes the country’s long tradition of innovation and opportunity and the role these values continue to play in shaping the future,” said Christian Klein, chief executive officer of SAP SE. “With this investment in Trump Accounts, we are helping SAP America families build a foundation for financial confidence, long-term opportunity and a stronger future.”

In addition to this initiative, SAP continues to invest in the people and communities that power its business. Through digital skills training, STEM and AI education, university partnerships, workforce development programs, employee volunteerism and nonprofit collaborations, SAP is helping expand access to opportunity and prepare students, workers and families for the future of the digital economy.

Visit the SAP News Center. Get SAP news via LinkedIn and Bluesky.

About SAP
As a global leader in enterprise applications and business AI, SAP (NYSE:SAP) stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit https://www.sap.com/.

This document contains forward-looking statements, which are predictions, projections, or other statements about future events. These statements are based on current expectations, forecasts, and assumptions that are subject to risks and uncertainties that could cause actual results and outcomes to materially differ. Additional information regarding these risks and uncertainties may be found in our filings with the Securities and Exchange Commission, including but not limited to the risk factors section of SAP’s 2025 Annual Report on Form 20-F.

© 2026 SAP SE. All rights reserved.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE in Germany and other countries. Please see https://www.sap.com/copyright for additional trademark information and notices.

Please consider our privacy policy. If you received this press release in your e-mail and you wish to unsubscribe to our mailing list please contact press@sap.com and write Unsubscribe in the subject line. 

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SOURCE SAP SE

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Surfshark publishes Impact Report 2025

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VILNIUS, Lithuania, July 3, 2026 /PRNewswire/ — Surfshark, a leading cybersecurity company, released its 2025 Impact Report, offering a transparent look at environmental footprint, social initiatives, governance practices, and ongoing commitment to sustainability.

The report outlines measures taken in 2025 to strengthen user privacy, advance digital rights, reduce environmental impact, and uphold governance standards. It also reflects how ongoing user and stakeholder feedback shapes the company’s Environmental, Social, and Governance (ESG) priorities.

Environmental impact

In 2025, Surfshark measured its greenhouse gas emissions across all three scopes and took concrete steps to reduce its footprint. Its offices in Vilnius and Kaunas are powered entirely by renewable energy and hold “Excellent” BREEAM certifications, with the Vilnius office partnering with Green Genius biogas plants to convert organic waste into renewable energy. The company also continues a circular-economy approach, reselling or donating used electronics and furniture internally and properly recycling remaining e-waste.

Employees planted more than 9,000 trees in Lithuania through a company walking-challenge initiative, joining over 20 other companies to cover three hectares of new woodland.

Empowering change with trusted organizations

Surfshark expanded its work with digital-rights partners in 2025, including Access Now, the Global Encryption Coalition, and the International Press Institute. Through its Emergency VPN program, the company provided free, secure access to more than 2,500 journalists, activists, and NGO representatives operating in regions with heavy internet restrictions.

During the winter holidays, Surfshark doubled employee donations supporting children, teenagers, older adults, and humanitarian relief efforts for Ukraine.

Governance and economic impact

Surfshark built its 2025 operations around strong ethical practices and independent verification:

The global server infrastructure now runs entirely on 100% RAM-only servers, wiping data on every reboot.Independent assessments by Deloitte, Cure53, and SecuRing thesecurity of Surfshark’s infrastructure and applications, and the Surfshark Android app achieved MASA (Mobile App Security Assessment) certification.Surfshark’s no-logs policy remains independently audited by Deloitte.Operations comply with GDPR, the UK Data Protection Act, and the CCPA, backed by mandatory annual employee training in information security, privacy, and anti-bribery/anti-corruption, plus vendor due diligence.

The 2025 Impact Report was prepared in line with the Global Reporting Initiative (GRI) Standards, the SASB framework, and the UN Sustainable Development Goals. Surfshark plans to conduct its next materiality assessment in 2026 to continue shaping its ESG strategy with user and stakeholder input.

Read the full report here: https://surfshark.com/media/Surfshark_Impact_Report_2025.pdf

ABOUT SURFSHARK

Surfshark is a cybersecurity company offering products including an audited VPN, certified antivirus, data leak warning system, private search engine, and a tool for generating an online identity. Recognized as a leading VPN by CNET and TechRadar, Surfshark has also been featured on the FT1000: Europe’s Fastest Growing Companies ranking. Headquartered in the Netherlands, Surfshark has offices in Lithuania and Poland. For information on Surfshark’s operations and highlights, read our Annual Wrap-up. For information about Surfshark’s previous independent verifications and certifications, visit our trust center.

Contact: media@surfshark.com

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SOURCE Surfshark B.V.

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In HelloNation, Painting Expert Melvin Jones Explains What to Do Before Painters Arrive at Your Home

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The article outlines simple preparation steps that help painting projects begin smoothly and produce better results.

LEXINGTON, S.C., July 3, 2026 /PRNewswire/ — What can South Carolina homeowners do before a painting crew arrives to make the job faster and smoother? According to a HelloNation article, simple home painting prep can save time, reduce stress, and improve results. Melvin Jones of Carolina Painting and Pressure Cleaning, Inc. explains that when rooms are organized and surfaces are ready, painters can focus on delivering a clean, professional finish instead of spending hours clearing space.

The article highlights that many South Carolina homeowners assume painters handle all preparation, but a few small steps make a big difference. A well-organized home improves project efficiency by allowing crews to begin immediately. Moving small or fragile items, clearing wall decorations, and providing access to corners and trim all help painters work without interruption. Home painting prep does not require special tools, just a little time and planning before the project begins.

Jones advises homeowners to start by walking through each room that will be painted. Tables, lamps, and decorative pieces should be moved safely out of the way, while larger furniture can be pulled to the center of the room. Covering items with plastic or clean sheets protects them from paint dust or splatter. This kind of room preparation makes it easier for painters to apply smooth, even coats and reduces the risk of accidental damage.

Removing pictures, mirrors, and wall décor is another key part of the painter’s checklist. Frames and hooks can block brushwork and make edges uneven. Labeling each item with a small piece of tape helps homeowners remember where to rehang them later. According to the HelloNation article, this small organizational step saves time and keeps the cleanup process simple once painting is complete.

Electrical outlets, switch plates, and wall fixtures should be removed or covered before work begins. These small tasks make a big difference in achieving sharp edges and a clean finish. Curtains and blinds can be tied back or taken down to prevent dust buildup. These details might seem minor, but together they support project efficiency and protect against paint stains or drips on household surfaces.

Color labeling is another practical part of home painting prep. If several rooms are being painted, taping color samples or notes near doorways prevents confusion and helps painters confirm which color belongs in each space. This is especially useful for homes that use similar shades or accent walls. Clear labeling also helps crews maintain accuracy when mixing or applying paint. The HelloNation article emphasizes that communication before the first coat is one of the best ways to ensure a flawless result.

Surface inspection before painters arrive also supports better quality. Jones recommends checking for peeling paint, loose caulk, or small cracks around windows and trim. Painters can fix these quickly if they know about them ahead of time. Larger issues, such as moisture stains or soft wood, might require more preparation. Identifying these early allows the painting team to bring the right materials and prevents project delays.

Exterior painting projects require similar steps. Moving outdoor furniture, planters, and decorations away from the home ensures a clear workspace. Homeowners should also trim back bushes or branches that block access to the siding. Clearing driveways and decks gives painters room for ladders and tools, which improves safety and speed. The HelloNation article notes that outdoor preparation is especially important in South Carolina, where heat and humidity can make painting conditions more challenging.

Even small acts of preparation can make a noticeable difference in project efficiency. A few hours spent organizing a workspace can save an entire day of setup and cleanup. When painters arrive at a ready environment, they can focus entirely on quality rather than logistics. This preparation not only shortens project timelines but also contributes to a smoother, longer-lasting finish.

Communication plays an important role once the crew arrives. Homeowners should walk through the space with the crew leader to confirm colors, special instructions, and the order of rooms. Discussing working hours, drying times, and access to restrooms or water helps keep expectations clear. Jones points out that strong communication from the start prevents misunderstandings and builds confidence between the homeowner and the crew.

Pets and children should also be considered during the project. Fresh paint and open doors create safety risks. Keeping pets in another area and setting boundaries for children helps the crew stay focused and reduces distractions. Simple planning helps maintain both safety and comfort throughout the process.

According to HelloNation, home painting prep not only benefits the painters but also protects the homeowner’s investment. A well-prepared home allows for better coverage, fewer interruptions, and a cleaner finish. In South Carolina’s warm and humid climate, where interior and exterior projects often need careful timing, preparation helps ensure that paint adheres properly and dries evenly.

By following a simple painter checklist, South Carolina homeowners can make each project more efficient and enjoyable. Taking the time to organize, inspect, and communicate creates a clear path to professional results. When painters can start right away, the process feels smoother from the first brush stroke to the final cleanup.

What to Do Before Painters Arrive at Your Home features insights from Melvin Jones, Painting Expert of Lexington, SC, in HelloNation.

About HelloNation
HelloNation is America’s Good News Network, a premier media platform built on the idea that good news travels faster when real people tell real stories. Through its community-focused publications and innovative “edvertising” approach, HelloNation delivers content that informs, inspires, and spotlights the leaders making a meaningful impact in their communities.

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SOURCE HelloNation

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