The NFL announced in April that it would partner with sportsbooks to increase the number of wagering opportunities. This move would bring gambling content into the NFL experience and into broadcasts. The league expects to generate $270 million in revenue from the partnership. NFL owners partnered with MGM Resorts International, one of the largest sportsbook operators in the U.S., and DraftKings, a sports betting website.

The Denver Broncos recently announced a multi-year partnership with FanDuel. The partnership will include signage at Coors Field and selection of fans to throw the ceremonial first pitches before games. In addition, PointsBet signed a five-year deal with the University of Colorado. The deal marked the first-ever partnership between a sports betting operator and an NCAA Division I athletic program outside of Nevada.

ESPN and other media partners are increasingly jumping into the betting business. While ESPN would never use NFL team names in gambling content just a few years ago, now they are diving head-first. Fox has partnered with a sportsbook called Fox Bet, which is the most aggressive push by any of the media companies. ESPN, meanwhile, has created a Las Vegas set specifically for gambling content. The NFL has been more cautious in its approach to gambling content, though. It has conducted research to find that fans preferred sportsbook apps over in-stadium betting kiosks.

Since May’s Supreme Court decision, legal sports betting is growing throughout the U.S., with more states likely to follow suit later this year. Experts estimate that the U.S. will soon have the largest regulated sports betting market in the world. The industry is a massive high-tech industry focused on professional athletics, and hundreds of billions are being wagered on it. Legalized sports betting is even available at Waffle House restaurants.