A new breed of official sports betting partnerships is forming across the US, putting the industry’s movers and shakers into close proximity. As sports leagues and gambling operators join forces, they’re creating a vast portfolio of complex, multi-year deals. In this article, we’ll take a closer look at how these partnerships have evolved, and how they’re shaping the future of sports betting.

The NFL began a comprehensive investigation into the possibility of legalized sports betting in the US last year. They gathered research on fans’ attitudes toward in-stadium betting kiosks. They also spoke with governing bodies, gaming operators, and sports entities. It was then that they discovered the most illegal sports betting was occurring via smartphones.

With a focus on safety, the NFL decided to rely on licensed gambling operators to ensure the integrity of games and protect consumers. These operators offer educational guides on problem gaming, self-exclusion tools, and links to support services. This means that the NFL has the resources it needs to ensure that bettors’ funds are safe, and that their games are fair.

Sports leagues are embracing this change with open arms. Some have even begun to test alternative broadcasts to the main telecasts. But they’re wary of alienating casual fans.

The NFL has also forged partnerships with betting operators, such as DraftKings and FanDuel. These sportsbooks have agreed to provide an expansive variety of deals, including MLB futures and odds.

While these deals aren’t new, they have become more prevalent in recent years. Now that sportsbooks have a presence in every state in the country, it’s important for companies to align with one another on a common vision.