After a decade of fighting to keep sports betting off limits, leagues have done a complete 180 and are now seeking a role as primary stakeholders in legal US sports wagering. They’re intent on profiting from this new world, ideally via a direct cut of every handle. They also want to control the data that fuels their products. In this context, official betting has emerged as a prominent front in the ongoing battle to shape state and federal policy.

In the wake of SCOTUS’ ruling that threw open the door to sports betting, leagues have been forming official partnerships with betting operators at a blistering pace. It’s a trend that seems poised to accelerate in the coming years as more states legalize the activity.

One of the biggest operators in the sector, DraftKings, has agreed a wide range of relationships with multiple leagues, including the NFL and MLB. Its portfolio of deals, which also includes a partnership with Sportradar, has helped it solidify its position in the sportsbooks market in several states.

As for the integrity issue, the American Gaming Association supports private commercial agreements for official data but opposes legislative mandates. The industry says that mandating its use undermines the integrity lawmakers seek in legal sports betting and gives one party what amounts to a monopoly on the data.

The FA is also putting its weight behind efforts to educate current and prospective student-athletes about the harms of problem gambling and the risks sports betting poses to competition integrity. The organization recently rolled out its first e-learning module that connects with athletes through a platform they already use to communicate with peers and coaches.