The National Football League is proving itself to be a savvy businessman when it comes to the world of gambling. The organization is not slouches when it comes to gambling related training and education. While a lot of the credit for the NFL’s gambling initiatives goes to its players and coaches, the sport’s business model is evolving as cord cutting and sports betting converge.

The NFL is not short on partners in the betting space, and in fact, sportsbook operator BetMGM announced a partnership with the Arizona Cardinals. The company will not be part of the stadium, but will offer its own mobile app, covering major sports leagues and teams. In a move that was certainly a step in the right direction, the NFL also made a deal with an analytics firm. Aside from the obvious, this was the first of its kind.

The NFL is the largest regulated sports league in the country, and the sport has long been a target for illicit betting. However, with the passing of the sports betting reform act in May of 2018, the league has the opportunity to take the next step in the industry. Among other changes, the NFL is now allowing for true betting windows in stadiums and sportsbook-sponsored betting lounges. Moreover, the NFL has added some free-play games to its televised games.

The NFL also has taken a page from other major sports leagues by licensing their official branded video content for international sportsbooks. Known as the Big Game, the show features two live games, each with their own unique spin. Aside from enhancing the fan experience, the show’s newest twist includes an interactive video game that lets fans compete for money from a studio analyst. It’s a fun way to keep the crowds in the seats.

The NFL has also forged a few other official gambling collaborations, including the Las Vegas-based DraftKings and the U.K.-based WynnBET. Besides offering up some of the best odds in the industry, the new partnerships will offer fans of both sides of the Atlantic a new perspective on the sport. Hopefully, this move will prove to be a game-changer in the sports betting community. The NFL and its official betting partners will continue to forge new paths to success. With a tally of $270 million in gross revenue expected for the season, the future looks bright for both the league and its official sports book partners. In the long run, sports betting is one of the most lucrative industries in the United States. This year, the league is aiming for a 50% share of the national sports wagering market.