The world of official betting has recently changed. Sports betting has moved beyond the status quo and into a whole new level of consumer protection and engagement. The NFL, MLB, NHL, and NBA have all signed on as official betting partners with leading gaming companies. In the United States, five NFL teams have also announced marketing deals with major casinos, and the Cowboys owner, Jerry Jones, has invested in DraftKings, a sports betting platform that offers both casino games and traditional betting.

Official betting partnerships have a host of benefits. In addition to giving sports betting companies access to official data about games and teams, they are a way to promote their brands. The NFL has partnered with three sportsbooks this season, and the companies will benefit from NFL data and advertising. Additionally, the companies will be able to tie their brands to the league’s statistics online and on air. The NFL expects this new partnership to generate $270 million in revenue this year.

NFL broadcasters are allowed to air six commercials for approved sportsbook operators and league-approved sportsbook partners during games. The networks have also added sportsbook features to the bottom of the television screen, including betting lines and spreads. Some have even launched free-play games. On Fox, for example, viewers can win money from studio analyst Terry Bradshaw.