During the last three years, sports betting partnerships between sports leagues and betting operators have exploded throughout the United States. But the partnerships often involve more than meets the eye.

When a league and a betting operator come together on a mutually beneficial basis, they are able to form an official betting partnership. These partnerships offer opportunities for industry leaders and movers and shakers to form a long-term relationship. They also provide a platform for sports leagues and operators to join forces and produce betting content.

The NFL has forged partnerships with betting operators in order to create gambling content for its broadcasts. The league has also permitted sportsbook sponsors to be team partners in states where betting is legal. This has helped the NFL generate an estimated $270 million in revenue this year.

The NFL has also struck international sportsbook sponsorships in Germany, Australia, and Latin America. Last year, ESPN offered a gambling theme simulcast on its ESPN Plus platform. This year, the network is experimenting with alternative broadcasts.

NFL broadcasters are able to sell six sportsbook commercials during each game, and the league has also added betting lines and spreads to its game broadcasts. Adding gambling content to the game broadcasts is a step forward in integrating betting into the stadium experience. But the league also has taken a cautious approach. Its decision to go this route was based on research that found fans disliked kiosks in the stadium and were more likely to use sportsbook apps.