The NFL has been aggressive in the process of partnering with betting operators, infusing their broadcasts with gambling content, and allowing wagering to become part of the stadium experience. In April, the league announced deals with DraftKings, FanDuel, and Caesars as its official betting partners. The league expects to generate $270 million in revenue from these partnerships this year. The NFL expects the new deals to increase its revenue by 30% over the past few years.

“The PGA TOUR is excited to work with bet365, as it was the first operator to integrate the official in-play betting product,” said Robert Mercer, PGA TOUR VP of marketing and business development. “Bet365 is poised for growth in the sports industry,” he said. “Our goal is to engage fans and enhance the fan experience.” The partnership will also include rights to use PGA TOUR marks in the United Kingdom and advertise within the TOUR’s partner platforms and media.

Wagr is another company partnering with a major sports league to promote sports gambling. Its social marketplace platform makes verbal bets official, calculates point spreads, and provides customers with the ability to wager against friends, family, and other people they know. The company is owned by former Harvard students, and has a permanent presence at Nashville SC’s new stadium. Wagr will open activation tents at every home game to engage fans.