Official betting partnerships are a new type of relationship between the sports industry and betting operators. These relationships give companies a chance to get closer together with mutually beneficial benefits. For example, a sportsbook can receive the rights to advertise on a league’s partner platforms. They can also create pre-game betting programming and distribute highlights to users.

NFL media partners have been incorporating gambling content into their broadcasts. This includes adding spreads to the bottom of the screen, creating free-play games, and infusing gambling content into their game recaps. The league has also permitted sportsbook-sponsored betting lounges at stadiums.

Sportsbook operators, on the other hand, seek liquidity to capture “vig” – the sportsbook’s share of every bet. MLB is actively seeking partnerships with sportsbooks, and could one day have their own official data feeds.

Currently, MLB has only one sportsbook partner, MGM Resorts, and is looking for more. In addition, the league is considering an Authorized Gaming Operator (AGO) program, which would allow members to access MLB’s official data. However, these options are unlikely to affect the main telecasts.

As the industry continues to expand, NFL media partners are taking their first steps into the realm of betting content. For instance, last season, ESPN Plus offered a gambling theme simulcast. Meanwhile, the NFL has a partnership with Fox, which launched its own sportsbook, Fox Bet. It’s also experimenting with alternative broadcasts.

While there’s no doubt that the NFL has welcomed the growth of the sports betting market, it’s important to note that the league has been cautious in its approach. A lot of the research done thus far has shown that fans don’t like in-stadium betting kiosks. Additionally, the league has prohibited true betting windows in stadiums.