Professional sports leagues once treated gambling like a contagious disease. Team owners banned players for life over accusations of fixed games. Commissioners gave speeches about protecting the integrity of competition. Stadiums refused money from casinos.
That era ended in May 2018 when the Supreme Court struck down the Professional and Amateur Sports Protection Act. Within seven years, those same leagues signed billion-dollar sponsorship deals with sportsbooks, built betting kiosks inside their stadiums, and allowed their biggest stars to appear in gambling advertisements.
This shift reshaped the modern sports betting industry and redefined how leagues interact with gambling operators.
The American Gaming Association reported that the U.S. sports betting industry generated $13.71 billion in revenue during 2024. Americans wagered $147.9 billion with legal operators that year, a 23.6% increase from 2023. The money proved too large to ignore.
The League Pivot
The NFL moved first among major leagues, announcing partnerships with Caesars Entertainment, DraftKings, and FanDuel as Official Sports Betting Partners. According to the University of Iowa, these deals totaled more than $1 billion. The same league that suspended players for gambling violations now accepts $30 million annually from Caesars as its main casino and sports gambling sponsor.
The NBA followed a similar path. MGM became the first casino-based sportsbook to form a partnership with the league through a three-year, $25 million deal. The Chicago Cubs signed a $100 million agreement with DraftKings that includes building a sportsbook at Wrigley Field. The UFC reached a $350 million deal with DraftKings over five years, the highest annual value in sports gambling sponsorships across the Americas, according to GlobalData.
Where Bettors Place Their Money
FanDuel and DraftKings control roughly two-thirds of U.S. sportsbook gross gaming revenue, according to Eilers and Krejcik Gaming data from July 2024. BetMGM maintains 33 sponsorship deals across the Americas, the highest total among gambling brands, while Caesars holds official partnerships with the NFL and operates sportsbooks inside arenas such as Capital One Arena—positioning all four operators among the best sportsbooks in the regulated U.S. market.
The regulated market now spans 39 states. New York alone recorded a $23.94 billion betting handle in the 2024–25 fiscal year, generating more than $1 billion in state tax revenue.
Athletes Selling Sportsbooks
Charlie Blackmon became the first active professional athlete in North America to sign an ambassadorial deal with a sportsbook in April 2022 through MaximBet.
LeBron James joined DraftKings as an endorser in January 2024 after the NBA’s collective bargaining agreement permitted current players to represent sportsbooks. Connor McDavid signed with BetMGM in what the company described as the first deal between a U.S. sportsbook and an active athlete in one of the four major North American leagues.
The NFL continues to enforce stricter rules. Despite collecting over $1 billion from sportsbook sponsorships, the league prohibits active players from endorsing betting operators.
Stadiums Became Betting Halls
The Cubs opened the first retail sportsbook located inside a Major League Baseball stadium. Fans in Illinois can place bets at 32 kiosks or seven over-the-counter windows within the 17,000-square-foot DraftKings Sportsbook at Wrigley Field. Capital One Arena, home of the Washington Wizards, houses a Caesars sportsbook within the venue.
Madison Square Garden partnered with Caesars, while the New York Knicks and Rangers maintain separate sportsbook agreements with BetMGM. DraftKings now operates in 28 states, Washington, D.C., and Ontario, Canada, serving more than 10 million customers across its platforms.
Media Integration
ESPN and DraftKings announced a partnership making DraftKings the exclusive Official Sportsbook and Odds Provider of ESPN, effective December 2025. Disney and Penn previously signed a 10-year, $2 billion ESPN Bet agreement, but it ended early after failing to gain sufficient market share. ESPN chairman Jimmy Pitaro stated the network directed more than 2.9 million new users to Penn’s ecosystem between 2023 and 2024 before the deal dissolved.
Betting content now appears seamlessly alongside live game coverage. Odds display on broadcasts. Analysts discuss point spreads during halftime, and betting-focused segments have become standard features of sports media programming.
The Integrity Problem
Ten NFL players received suspensions during the 2023 offseason for gambling violations. Calvin Ridley lost the entire 2022 season after betting on his team’s games in 2021. The NBA banned Jontay Porter for life after determining he shared confidential information with bettors and wagered on games while playing professionally.
The NFL responded by implementing mandatory in-person gambling education for all players. Teams regularly issue internal compliance reminders to address sportsbook-related restrictions.
State Revenue
Commercial gaming operators paid $15.91 billion in direct gaming taxes to state and local governments in 2024, an 8.5% increase from the prior year. According to AGA research, 30% of all commercial gaming revenue came from online sources in 2024, compared to 13% in 2021.
Missouri voters narrowly approved legal sports betting in November 2024, making it the 39th state to authorize wagering in 2025. New York became the first state to generate more than $1 billion annually in sports betting tax revenue, funding education, infrastructure, and responsible gambling programs.
Conclusion
The complete acceptance of betting by professional sports emerged from financial reality rather than philosophical change. Leagues that once punished gambling now profit from it. Stadiums that refused casino money now house sportsbooks. Athletes who would have faced career-ending consequences for association with bookmakers now appear in official advertisements.
The transition occurred in less than a decade, and the revenue trajectory suggests continued expansion as remaining states legalize betting and existing markets mature.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Frequently Asked Questions
1. Why did professional sports leagues change their stance on betting?
Legalization created a regulated, taxable market with massive revenue potential. Sponsorship deals and media integration accelerated acceptance.
2. Can athletes legally promote sportsbooks today?
It depends on league rules. Some permit endorsements by active players, while others, like the NFL, restrict athlete participation.
3. Is sports betting legal across the entire United States?
No. Sports betting is legal in 39 states as of 2025, with regulations varying by jurisdiction.
4. How significant is sports betting revenue for states?
It has become a major funding source, supporting public programs such as education, infrastructure, and responsible gambling initiatives.