For many years, sportsbooks had no official betting partners. This changed with the NFL. The league allowed sportsbooks to sponsor team lounges and betting kiosks, but did not allow any true betting windows. It also added an integrity fee. These deals were necessary to protect fans and to prevent insider betting.

Now, sportsbooks are partnering with major media companies to produce in-game content. In fact, Fox and ESPN are the most aggressive pushers for gambling content. And their deals are expected to generate over $270 million in revenue this year.

DraftKings and UFC have made their way into the U.S. by signing a groundbreaking deal. Their partnership will allow them to use official UFC marks and gain the right to offer in-broadcast odds generation. They are also set to become the official UFC sportsbook and daily fantasy partner.

While the NFL has been cautious about the inclusion of gambling content, it has been able to establish partnerships with some of the nation’s top betting operators. DraftKings, FanDuel, BetMGM, and PointsBet are among the official betting partners.

Aside from their ties to the NFL, these companies also have a direct feed to the NBA. Sportsbooks can access the league’s data and can take bets on every lap of every race. Eventually, other leagues may seek similar deals.

In-game betting is expected to grow in the U.S., with the NBA direct feed being particularly valuable. However, the market is unclear.