The NFL, the most popular sports league in the US, has hired David Highhill as vice president, general manager of sports betting; the first executive the league has had dedicated to sports betting.
Highhill will lead the league’s efforts to reduce the effects of gambling-related harm, advance the value of the NFL’s brand and reputation, support fan engagement, as well as improve the value of the NFL’s data and intellectual property.
He has been with the NFL for 10 years, and will move from the corporate strategy group, where he previously led the league’s analytics department.
The NFL already has a number of sports betting partnership agreements, most recently with 888sport, which will be the league’s official sports betting partner in both the UK and Ireland until 2025.
In the US, FOX Bet, BetMGM, PointsBet, and WynnBET were announced as official partners last year, alongside Caesars, FanDuel and DraftKings.