In a first for the most popular sports league in the US, it was reported that the National Football League (NFL) has hired a sports betting executive.
David Highhill has been given the title of vice president and general manager of sports betting.
He has been tasked with advancing the NFL’s brand and reputation, supporting fan engagement, improving the league’s data and intellectual property value, and reducing the effects of gambling-related harm.
Highhill is no stranger to the NFL. He led the analytics department before heading to the corporate strategy group. He has worked for over a decade with the NFL.
Speaking with ESPN about sports betting in the US, Highhill said that it’s a “growing market” which has “grown a lot in the last three or four seasons.”
“What’s ahead is the exciting part of the opportunity,” he added.
Despite this new position, Highhill doesn’t believe that the NFL will operate its own sportsbook.
Instead, the league has formed multiple partnerships with sports betting operators, and it sells its official data to bookmakers across the United States.
“We’re going to focus on serving fans and the games rather than becoming a sportsbook,” said the new executive.
He also said that the NFL was very aware of the fine line between those fans who enjoyed gambling and those who weren’t interested.