The NFL is working on making betting on sports official. It announced that it would join forces with FanDuel to offer odds-based content to its fans. The partnership is in place for three years, and will continue through 2024. This partnership will allow FanDuel to advertise in the TOUR’s media and distribute highlights to its bettors.

Official betting partnerships are increasingly common, as they provide movers and shakers in the industry with the opportunity to work together on a larger scale. These partnerships don’t just involve one-off deals, but vast portfolios of diverse relationships. DraftKings, for example, is a market leader in the industry, and has already signed a plethora of deals with sports organizations to strengthen its presence across numerous states.

The NFL has also forged partnerships with betting operators to integrate gambling into their broadcasts. By making betting a part of the game, it allows fans to experience it in a whole new way. This year alone, the NFL expects to generate $270 million in revenue through official betting content. The NFL has long had a history of experimenting with gambling, but this time it has gone head-on.

DraftKings’ Daily Fantasy Sports product is available in seven countries internationally and offers 15 different sports categories. The company is also an official betting and gaming partner of the NBA, MLB, PGA TOUR, and NHL. In addition, DraftKings owns the Vegas Sports Information Network (VSiN), which broadcasts various MLB games.